Giving Washington a voice in the travel conversation.
Creator & Influencer
Insights & Strategy
Scaling creator marketing doesn't have to mean standardizing the story.
The Content Creator Co-op gave State of Washington Tourism a repeatable way to extend creator marketing across the state while allowing regional destinations to remain distinct. Shared infrastructure reduced the burden on participating tourism organizations, while creator-to-destination matching kept the content rooted in the places, people and experiences travelers could discover.
The Challenge
Great destinations don't always have the loudest voices.
State of Washington Tourism wanted to position Washington as a destination for travelers making values-based decisions while drawing attention to specialized experiences across the state, from local cuisine and sustainability to outdoor adventure and lesser-known communities.
But many regional destination marketing organizations lacked the resources, creator relationships or bandwidth to build strategic creator campaigns on their own.
The Strategy
We built a flexible model more destinations could use.
GreenRubino and SWT developed the Content Creator Co-op, a program designed to combine statewide strategy and support with local knowledge.
The model shared both investment and responsibility. That gave smaller tourism partners access to vetted creators and campaign infrastructure while preserving what mattered most: local control over the places and experiences creators would discover.
The Solution
Match the right voice to the right place.
GreenRubino built and managed the infrastructure behind the pilot, from creator selection and contracting to coordination, content approvals and performance tracking.
And we served as the central liaison among creators, SWT and regional partners throughout the process, giving individual destinations the support of a coordinated statewide program without making every destination tell the same story.
A pilot built to travel further.
- 10 creator partnerships across Washington destinations
- 196 pieces of content produced
- 2.54M total audience
- 377,500 estimated views
The pilot generated content across Instagram, TikTok and blogs while reducing the logistical burden on participating tourism partners. Positive response from partners and creators helped carry the Content Creator Co-op into a second year.
The Content Creator Co-op has been one of the most popular programs for our partners, and GreenRubino’s management of the program including vetting, organization and contract development and negotiations made it seamless. The program has been an excellent way for us to generate engagement for the state as a whole and specific destinations, and we are excited to continue this model.
Michelle McKenzie
Director of Marketing, State of Washington Tourism
PRSA Puget Sound Summit Award
Marketing Communications, Content Creator Co-Op
Meaningful growth starts with understanding what is holding an audience back.
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