Overview
ATW Travel Marketing secured UK celebrities, Marvin Humes and Rochelle Humes, to visit Amari Raaya Maldives with their three children, aged 3 – 10 years old, in December 2023. Both Marvin and Rochelle are very well-known, high-profile and popular with the public.
Marvin is most famous for his love for music - both for being a member of the popular UK boy band, JLS and his DJ career. Following his JLS career, Marvin transitioned to presenting and served as a radio presenter on radio station Capital FM for a decade. Additionally, Marvin hosted The Hit List on BBC One alongside Rochelle. From 2014 to 2016, he also held the role of a host on The Voice UK.
Marvin Humes has 940,000 Instagram followers: https://www.instagram.com/marvinhumes/
Rochelle’s fame started when she was a member of popular UK girl band, The Saturdays. She then moved onto TV presenting: Ninja Warrior UK, Children in Need and is a regular on Lorraine and This Morning. Rochelle is also an entrepreneur and founder of her two companies, My Little Coco (children’s skin and hair products) and The RH Group (a boutique talent agency & brand architects). She is also the Co-Founder of Cloudcha (a matcha and lifestyle brand).
Rochelle Humes has 2.3 million Instagram followers: https://www.instagram.com/rochellehumes/
Instagram Summary
Together, Marvin and Rochelle Humes have a combined Instagram following of 3,240,000 followers.
Combined they posted a total of two grid posts tagging/location tagging Amari Raaya Maldives (as agreed) plus an extra post from Rochelle. These grid posts received over 500 comments, with the majority of comments being positive.
Marvin’s post: https://www.instagram.com/p/C10CWFwLbla/?hl=en&img_index=1
Rochelle’s post: https://www.instagram.com/p/C1zuIJEq5r6/?hl=en&img_index=1
Rochelle’s extra post: https://www.instagram.com/p/C1-P9QVK86T/?hl=en&img_index=1
They also posted a combined total of 59 stories tagging Amari Raaya Maldives. At least 25% of these stories were shared by one another resulting in cross-promoting to both of their audiences.
Media coverage
ATW successfully communicated with the Humes’ agent for image approval and distributed a press release alongside these images to celebrity and travel press.
As a result of this press release, along with the Humes’ social media, 7 articles have been published online including:
Number of articles published: 7
Total estimated views: 999,463
Total AVE: $99,946,300
Summary
The celebrity press trip hosting Marvin, Rochelle, and their family at Amari Raaya Maldives was a resounding success. Their stay seamlessly blended relaxation, adventure, and exploration, captivating their 3.24 million combined Instagram followers with stunning landscapes and exciting activities. Marvin's DJ sets added a vibrant rhythm to their Maldivian experience, creating unforgettable musical moments. This extraordinary trip generated 7 articles and widespread coverage across social media platforms, leaving the family with unforgettable memories and showcasing the magic of shared experiences.
