Build a social media following to generate awareness as a summer vacation destination in the key feeder market of Washington D.C. (N. VA/sub MD); showcase the many activities Primland has to offer; and create an opportunity to regularly engage with new followers.


Washingtonian Instagram Contest Giveaway – May 28, 2019.
Washingtonian is the premier lifestyle magazine in Washington D.C. and the surrounding affluent areas of northern Virginia and suburban Maryland. Washingtonian’s Instagram following is sizeable (129K) and the social platform tends to skew younger, offering a great opportunity to reach the younger end of our target audience, ages 35-54.

To enter, individuals had to 1) Follow us 2) Like the post 3) Tag a friend in the comments (who would then receive a notification and see the post). The Instagram post allowed for a 5-image carousel, enabling us to showcase our key message, “There’s something for everyone to do.” Winner of the Instagram contest received a two-night luxury mountain getaway with breakfast and other amenities.


The resport gained 6,000+ new Instagram followers as a direct result. It was the best performing post on Washingtonian’s Instagram to date!
The metrics were incredible: 178,364 total impressions; 10,002 Likes; 7,555 Entries and Comments; 622 Bookmarks; and 58 Shares. Even more impressive were the comments from participants.