With more than a decade of tourism PR and marketing experience, Emma Mead was an early adopter of Influencer Marketing for VisitBritain. Under her leadership, the company has seen many successes with their influencer campaigns including ‘Best Global Partnership 2017’ (PRWeek Global Awards) and ‘Europe’s leading Marketing Campaign 2018’ (World Travel Awards). More recently, she has been examining the metrics used in reporting influencer campaigns to see how she can better demonstrate the impact they have on organisational goals. This work has led to transformation in the way that campaigns are measured at VisitBritain and she now advises on how to include (and evaluate) influencers as part of the marketing mix across government and to destinations tourism organisations globally.