A LinkedIn video post from Christina Funke Tegbe, the founder of 54 Thrones, announcing their community brand trip.

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And as your brand evolves, your criteria might laos business email list need to evolve with it. As Roberts explains, “Jane Iredale’s first brand trip was really about our brand advocates, deepening their connection with us and thanking them. For subsequent trips, that has changed a bit—inviting folks with larger audiences who may not be advocates yet, and could benefit from an immersive experience with us has become a focus.”

3. Make programming on-brand, not just over the top
The success of a brand trip doesn’t hinge on how many expensive activities or Michelin star meals are packed into the itinerary. Stay true to your values, and aim for a mix of branded programming (e.g., product tutorials, masterclass talks) and brand-agnostic events.

With your brand story and audience preferences at the heart of the planning process, these trips can become a much more accessible lever to pull for organizations across industries (not just consumer goods). “For B2B brands, think about what updates you’re launching. That could become a focal point of your brand trip, where everybody’s talking about how they’re using the new feature and the benefits it provides,” says Ponce.

During Semrush’s London trip, guests were treated to a professional photoshoot and content creation contest, along with pure relaxation (including a picnic—where attendees were able to invite their own community to join in on the festivities).