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 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.

And where was I when I found out? Watching one of my bucket-list musicians perform at Jazz Fest in New Orleans. I received texts from both our CMO and VP of Sales alerting me of the video. 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.

What We Did in Real Time 

• Monitored their stories and posts across TikTok, Instagram, and Facebook.
• Engaged proactively from Visit Lake Charles' official channels 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. These organic efforts generated over 25,000 engagements and 150,000+ impressions in just days.
• 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.  

Lessons Every Destination Can Apply

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

Authentic momentum builds when your community joins the conversation. We highlighted posts from locals who spotted the influencers and engaged in comments and DMs with residents recommending restaurants, sharing stories, and expressing hometown pride. 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. Candy Rodriguez , our Director of Communications, did an exceptional job in shaping this pitch and coordinating the media opportunity with precision and creativity.

But we didn’t stop with external press. We extended the narrative through our owned media, inviting Bobby Thornton from L’Auberge to join Louisiana’s Playground, our official podcast. On Episode 71, he offered a behind-the-scenes look at the visit from the hospitality perspective: how it unfolded, how their team responded, and what it meant for the property and for Lake Charles. This added a new layer of insight and gave our partners a voice in the story, deepening our destination’s credibility and cohesion.

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 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. 

A Blueprint for Agile Statewide Activation

What unfolded wasn’t just a Lake Charles moment, it became a statewide case study in adaptive, community-driven tourism strategy.

As the influencers continued through Louisiana, their itinerary was shaped not by media kits, but by comment threads, local tips, and digital word of mouth. They explored Houma’s fishing culture, entered a frog-eating contest in Rayne, and soaked in everything from small towns to major metros like New Orleans and Lafayette.

Explore Alexandria-Pineville took a different approach, creating a personalized video invitation that positioned them not just as a location, but as a savvy player in the influencer engagement game.

At the statewide level, Isa Rubiano of Miles Partnership, managing social media for Explore Louisiana, elevated the response even further. She bypassed resharing and leaned into collaborative content creation. She produced two dynamic Reels using the creators' assets: 7 Louisiana Trip Ideas with Josh and Jase and 15 Louisiana Foods with Josh and Jase. They connected the influencers’ spontaneous stops into cohesive, digestible itineraries that future travelers can easily follow and be inspired by. 

A Global Lesson in Real-Time Reputation

This wasn’t a campaign. It was a test. One that arrived without warning, without contracts, and without a script. And in many ways, that made it more powerful than any carefully orchestrated initiative.

It revealed what many in our industry are already feeling: surprise influencer moments are no longer outliers. They’re a defining feature of our real-time, reputation-driven landscape. Influence today doesn’t wait for approval or strategy decks.

The destinations that will lead are the ones prepared to meet that moment with agility, not control. Presence, not perfection. And above all, the ability to engage authentically.

In Lake Charles, we responded in real time, empowered our partners, and shaped the narrative as it unfolded. The result? Over $8 million in earned media value for Lake Charles, with another $3 million for L’Auberge Lake Charles. But beyond the metrics, the true ROI is in the relationship. The conversation didn’t end with the last post. A return visit is already in discussion, which is proof that relevance is earned not just through content.

This experience validated our investments in social listening, cross-functional agility, and empowered frontline voices. Which is, undeniably, the core infrastructure of future-ready destination organizations.

The lesson isn’t to anticipate every scenario. However, it’s to build the capacity to respond when none of them apply. In an unscripted world, the most trusted destinations are those who know how to perform without one.