U.S. Lighthouse Society: Inclusive Influencer

How do you turn historic landmarks into places people can’t wait to visit?

For decades, America’s lighthouses have captured imaginations and preserved maritime history. But with changing travel habits and new generations seeking unique experiences, the U.S. Lighthouse Society wanted to reignite public interest and inspire more people to explore these iconic destinations.

The Challenge:

The U.S. Lighthouse Society had never run a marketing campaign before.

Its goal was ambitious: transform lighthouses from overlooked landmarks into must-visit destinations, while increasing awareness of the Lighthouse Passport program and driving membership growth.

The challenge was to engage entirely new audiences and create excitement around a community built on history, travel and discovery.

What We Did:

We partnered with seven diverse creators, including disabled creators, family influencers and travel content creators, to celebrate the magic and cultural significance of America’s lighthouses.

Through authentic, story-led content, creators shared their own experiences visiting lighthouses and highlighted the adventure of collecting stamps through the Lighthouse Passport program.

Organic creator content was supported by paid amplification, allowing us to reach new audiences and build awareness among travellers, families and history enthusiasts across the United States.

By combining creator partnerships with targeted paid media, we transformed a niche interest into a broader conversation around heritage tourism and unique travel experiences.

Why It Worked:

The campaign succeeded because it focused on emotion rather than promotion.

Creators brought their own perspectives and communities to the project, helping audiences rediscover the wonder, nostalgia and sense of adventure that lighthouses inspire.

By showcasing lighthouses through authentic storytelling, we made these historic sites feel relevant to modern travellers and created a deeper connection with audiences who may never have considered visiting before.

The Results:

For the U.S. Lighthouse Society’s first-ever marketing campaign, performance exceeded expectations.

The campaign generated significant interest in lighthouse tourism and increased awareness of the Lighthouse Passport program, creating momentum that quickly led to a follow-up paid conversion campaign designed to capitalise on growing demand and membership interest.

The success of the campaign demonstrated how creator marketing and authentic storytelling can help heritage organisations reach new audiences, drive tourism and build lasting communities around shared passions.