With two BMX world titles under her belt, a rockin’ platinum bob and kick arse attitude to personal excellence, is it any wonder some of the world’s biggest brands pay Canberra’s Caroline Buchanan to spruik their products?
The four-time mountain bike champion has more than 220,000 followers across her social media channels. Harley Davidson, Subaru Australia and Oakley Eyewear are just some of the labels that pay to have their products mentioned in Buchanan’s Instagram and Facebook posts.
And now there’s a Canberra brand in the mix.
Capital Airport Group (CAG) has signed Buchanan, as an ‘influencer’ for the next three months, with the 27-year-old due to front marketing campaigns for almost every facet of CAG’s business.
Buchanan is the star of a travel competition for Canberra Airport and will shoot mini videos at her “home away from home”, Stromlo Forest Park, for CAG to use in the marketing of its new suburb, Denman Prospect. One of Denman Prospect’s key selling points is its proximity to Stromlo.
Canberrans will be invited into a video booth in the CAG-owned Majura Parking Shopping Centre to film a 68-second video message for Buchanan, and the two-time Olympian will appear as a keynote speaker at a CAG whole-of-staff event this month.
Buchanan described marketing and media as “a major passion of mine” and said she was stoked to be working with a Canberra brand.
“Canberra’s my stomping ground – it’s where it all began for my two-wheeled career,” she said.
“And there are synergies between my brand and the airport’s brand – the airport aims to be a first-class facility and I aim to be a first class athlete.
“We’re both committed to the highest standards in everything we do and I believe we are both at the top of our game.”
Capital Airport Group’s head of marketing, Melissa Evans, said working with Buchanan was all about “accessing a new audience”.
“Caroline is a content powerhouse and has a total audience of over 224,000 people across Instagram and Facebook,” Ms Evans said.
“Our partnership gives us a broader reach through Caroline’s extensive followers – we’ll be focusing on fun, shareable content to engage with people we might not normally reach through traditional advertising.”
While Ms Evans could not reveal how much Buchanan was being paid, she said she expected the BMX star to generate a real buzz online about both Canberra Airport and Denman Prospect.
“The numbers will speak for themselves – we’re looking for social media growth, awareness, likes, shares and comments, but the most exciting part is the user-generated content that will be produced and shared across people’s social platforms.”