When we hear that Jules moved across the country inspired by Instagram photos, we know that he is the right person to speak to about influence and persuasion.
Jules Lund’s muse was Eugene Tan and his water photography aquabumps that spellbindingly portray Bondi. It made him choose Bondi as a place to call home when he moved from hometown Melbourne.
“It’s voyeuristic but travel has always been inspired by fantasy and desire and I can’t think of any better way to ignite the travel bug than an image,” Jules says.
Jules is a familiar face after jet-setting the world over for Getaway. But his latest venture, Tribe, marries the traveller’s knack for making connections and modifies it into a social media money-making platform between brands and citizens.
Jules calls it citizen marketing and predicts it will be the next movement to shape travel. “The next wave that will come is around citizen marketers, that is, everyday Aussies that have built a tribe around passion or expertise.”
Tribe allows brands to brief those with a community sway on a campaign they wish to amplify. Personalities with engaged communities pitch and the brand decides if they get the gig, paying a rate set by the influencer.
This translates on a small scale. It’s not just restricted to the likes of Reebok and Sony, even though they have used it.
With some campaigns priced at just a few hundred dollars per post, it means small to medium enterprises can use the service cost-effectively to push a message based on location or demographic or niche. You can target precisely the type of client online that you want to have walk in store.
“It is in many ways, an agnostic software tool. It’s totally self-served so brands upload a campaign brief for free in five steps overnight,” Jules says.
Travel brands that have used Tribe include Contiki and Vodafone’s global roaming campaign.
Photography: Elliott Hind