Myra influencer platform plans app to link underrepresented groups to travel brands

UK’s largest community of LGBTQ+, BAME, disabled, and body positive influencers sets out to address 'huge lack of knowledge' and promote marginalised groups to the travel trade

by Aidan Poole

Influencer marketing platform Myra has revealed it is developing an app to connect creators from underrepresented groups in travel promotions to the trade.

Myra was launched in July 2022 by founder Chris Roach, who has worked in influencer marketing for nine years on campaigns for brands including Corona, HBO Max, H&M, and NYC & Company.

The platform has since completed campaigns with brands including Kew Gardens and The Grove Hotel, growing to what it claims to be the UK’s largest community of LGBTQ+, BAME, disabled, and body positive influencers.

Myra claims that underrepresented creators are often marginalised and overlooked by travel trade campaigns, despite high engagement numbers.

Roach said one explanation is a “huge lack of knowledge” about these communities across travel brands, who worry about offending or misrepresenting them in campaigns.

He said that brands can use Myra’s expertise to embrace the UK’s diversity and “open up a whole new audience, one that is not traditionally thought of".

Myra connects campaign ideas from brands straight to its network of content creators, avoiding the costs of influencer agencies.

December 2022 will see the launch of Myra’s app, a digital platform for travel marketers which, Roach said, “gives them access to the influencers that want to work directly with them.”

Marketers using the platform will have access to Myra’s diverse community, which Roach said “gives brands more control and more flexibility with who they work with.”

The in-app chat feature means brands will be able to contact Myra and its influencers in a timely manner and start conversations about how to be more representative in campaigns.