As someone who has spent years in both social media and public relations, I’ve developed a healthy respect, and occasional apprehension, for the power of large-scale influencers. Their content shapes perceptions. Their opinions can uplift communities… or unintentionally damage reputations and livelihoods. When they arrive at your destination with no warning or structured collaboration, all you can do is respond with speed, strategy, and instinct.
That’s exactly what happened recently in Lake Charles.
Two global influencers, with millions of followers between them, had a disappointing experience at a hotel in north Louisiana. On their own dime and schedule, they pivoted, accepting an impromptu invitation from a fan (who also happens to be the VP of Marketing at L’Auberge Casino Resort in Lake Charles) to check out our city instead. No one on our team had contacted them. There was no plan. No itinerary. Just a spontaneous visit in the age of instant storytelling.
By the way, I got the heads-up from Taylor Beard Stanley, TMP, CHIA & Timothy P. Bush, CDME, TMP, CDTP while at Jazz Fest in New Orleans, watching one of my bucket list musicians perform. At that moment, I knew I had to shift roles from concertgoer to crisis communicator. I immediately began engaging from Visit Lake Charles’ channels, commenting, reacting, and sending DMs to make sure they felt welcomed and had accurate, helpful information.
We weren’t steering the ship, but we were able to be present and responsive. And in today’s digital landscape, sometimes that’s the best card you can play.
It’s worth acknowledging that social media and destination marketing professionals often operate in this space of hyper-responsiveness. We live in a world where our phone buzzes and we shift from vacation mode to brand management in an instant. It’s not always sustainable, but it is real. And the public rarely sees this side of the work.
What We Did in Real Time:
- Monitored their stories and posts across TikTok, Instagram, and Facebook.
- Commented as Visit Lake Charles to acknowledge their presence, signal local support, and steer sentiment.
- Shared UGC and influencer-generated content from their visit, including visits to Port Wonder, a local crawfish restaurant, and the casino resort. Within just a few days, our organic amplification across Visit Lake Charles’ channels generated 17,144 engagements on this content as of May 8.
- Reached out directly to offer dining suggestions and connections.
- Coordinated with Bobby Thornton at L’Auberge to see if any content opportunities were possible, though their pace and preference remained independent.
- Met as a marketing team to quickly assess how this influencer moment could be integrated into our existing National Travel & Tourism Week (NTTW) campaign, as well as other storytelling opportunities already in motion.
- Activated a short-term PR strategy, identifying pitch angles for local, regional, and even international press.
My Top Takeaways:
1. Influencers are Independent Media Channels, Treat Them as Such
Their platforms aren’t PR placements; they’re dynamic, self-directed narratives. Their content thrives on authenticity, spontaneity, and personal voice. Respect that editorial independence, but be ready to respond and support strategically, in real time.
2. Real-Time Responsiveness Is Not Optional, It’s the New PR Standard
In today’s landscape, response time is your reputation. Empower your team with flexible protocols. Build internal systems that allow for approvals, engagement, and cross-functional communication on the fly.
This is where having templated DMs, brand talking points, contact info for key partners, and social media guidelines for monitoring surprise coverage is key.
3. Your Community Is Watching, Showcase Their Pride Too
We shared photos and posts not only from the influencers, but also from locals who spotted and interacted with them. This layered storytelling gave us credibility, authenticity, and a deeper connection with our audience.
4. You Can Amplify After the Fact, If You Plan Wisely
Even without formal partnership, there’s long-tail value. We folded this influencer visit into a broader media strategy. The result? A feature in The Advocate, where the journalist seamlessly wove the story into our National Travel & Tourism Week campaign, elevating visibility for our “Always There” message.
Special shout-out to Candy Rodriguez , our Director of Communications, for her exceptional work in shaping this pitch and coordinating the media opportunity with precision and creativity. Her ability to move quickly, while keeping the integrity of our messaging intact, was key to turning a reactive situation into meaningful earned coverage.
5. Stakeholder Readiness and Strategic Alignment
When unexpected influencers show up, local stakeholders want in, but spontaneity doesn’t allow for traditional coordination. Help your partners understand the nature of modern influencer marketing so they know when and how they can support.
In this case, our strong working relationship with L’auberge Casino Resort Lake Charles made a significant difference. We were able to reach out quickly, and their team jumped even by engaging in real-time on social media, commenting alongside us and reinforcing a sense of camaraderie and shared purpose. That visible alignment helped present Lake Charles as a united, responsive destination and enhanced the visitor experience both online and in person.
6. Narrative Ownership Comes from Proximity, Not Control
We couldn’t control where they went. But by being present, human, and helpful, we influenced the tone and created a welcoming digital footprint they noticed. Their feedback was positive. They messaged us back. They explored some of our suggestions. And in their own spontaneous way, they left Lake Charles with a good impression.
Final Reflection
This wasn’t a campaign. It was a test. And it underscored something essential in the world of tourism marketing today:
Influencer visits, especially surprise ones, are not about control. They’re about connection, agility, and amplification.
By leaning in, we didn’t just safeguard Lake Charles’ brand, we expanded it. We helped shape the narrative in the moment, empowered our partners to show up authentically, and created a compelling real-world case study that will inform our future PR strategy, influencer relations, and internal training.
And here’s the most important part… It’s not over. This moment is still unfolding. These influencers are still in Louisiana, and our team remains fully engaged, tracking content, responding with intention, and adapting hour by hour as the story develops. This isn’t a retrospective; it’s a live exercise in digital brand leadership, fueled by collaboration, data, and trust.
KATHRYN SHEA DUNCAN 