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Vellum Influence — Toronto, Canada

Travel influence. Privately represented. Tier-1 markets only.

Travel brands meet mid-tier creators on YouTube, TikTok, and Instagram. 100K to 1M audiences. US, CA, UK, AU.

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Trust scales inversely with reach — and travel is a trust purchase before it is a media buy.
Vellum operating principle — why mid-tier outperforms.
LUX · 01
Luxury & Hotel
ADV · 02
Adventure & Outdoor
NOM · 03
Nomad & Budget
FAM · 04
Family & Couples

Travel only. Creators in 14 countries. Audiences in 4 markets.

14Countries with active creators
6Time zones covered
3Production-ready edit suites
1Desk. One point of contact.
Creators

Travel-only creators. 100K–1M tier.

Brands

Travel marketers, exclusively.

Production

Full production, in-house.

01
One vertical. Travel only.
02
Private roster. Creators introduced after alignment.
03
CPM, floor, cap. Three metrics. No hidden retainers.
04
End-to-end ops. Brief to reporting. One desk.
In scope
  • YouTube long-form integrations (60s–10min)
  • Series sponsorships and multi-post campaigns
  • Whitelisted paid amplification of organic posts
  • On-location filming with full production crew
Out of scope
  • Beauty, fashion, fitness, gaming, lifestyle creators
  • Sub-100K or celebrity tier above 1M
  • Affiliate-only deals without an integration component
  • Brand ambassadors on annual retainers
Minimum reach per creator
Upper tier. No celebrities.
Sub-niches: LUX, ADV, NOM, FAM
Per integration. Floor and cap.

Composition across the roster. Pulled from platform analytics, not modeled.

A · Composition
Audience by gender
F 58% · 25–44
M 38%24–42 · skews ADV
Mixed 4%22–32 · NOM tier
n = 47 creators · weighted by reach
B · Geography
Reach by primary market
US 62% · 14.8M
CA 18% · 4.3M
UK 12% · 2.9M
AU 8% · 1.9M
CA marked as HQ market · totals 23.9M across roster
C · Platform split
Inventory mix across the roster
YT long  42% YT Shorts  18% TikTok  22% IG Reels  18%
D · CPM range
CPM by platform · USD
YT long  $35–65 YT Shorts  $12–22 TikTok  $14–24 IG Reels  $18–28

Four findings from the 100K–1M tier. Each one priced into the deal.

01
Trust holds

Audiences under 1M still read creators as peers, not broadcasters.

02
Engagement multiplies

Three to five times higher than the 1M+ tier on the same format.

03
Conversion clears CAC

Travel purchases clear acquisition cost where lifestyle impressions cannot.

04
Low fatigue

Mid-tier creators accept fewer integrations per quarter — by choice and by math.

Recent work. Names redacted. Full reporting under NDA.

$1.2M+ creator media brokered
Across 47 integrations since launch.
Case 01
Luxury & Hotel
Boutique resort group, 6-creator integration, US + UK markets.
4.2M views · 62% US/UK delivery · 1.4× CPM efficiency
Case 02
Adventure & Outdoor
Overlanding gear brand, single-creator deep-cut, US + CA markets.
1.8M views · 71% completion · 2.3× organic baseline
Case 03
Family & Couples
Family theme park, 4-creator dispersed posting, US market.
920K views · 6 creators · 14-day window

Four primary markets. Additional markets available selectively.

US · Tier 1
United
States
62% of volume
CA · HQ
Canada
Toronto HQ
UK · Tier 1
United
Kingdom
Luxury skew
AU · Tier 1
Australia
Adventure strength

Brief to invoice. Four stages.

01 · Brief
Brief
Product, market, budget, window. Creator-ready in 48 hours.
02 · Casting
Casting
3–6 audience profiles. CPM, floor, cap, projected delivery.
03 · Production
Production
Scripting, draft, FTC, posting. Desk runs point.
04 · Reporting
Reporting
Performance against floor and cap. Invoice in 7 days.

Five stages. Days from brief receipt. Same desk, every deal.

T+0Brief intake
Scope confirmed. Desk booked in one business day.
T+2Shortlist returned
Three to six profiles. CPM, floor, cap.
T+5Creator lock
Contracts signed. Talent held against window.
T+12Draft review
First cut delivered. Two rounds included.
T+22Report & invoice
Performance reported. Invoice within seven days.

Three metrics. No hidden retainers.

Pricing logic

CPM with a floor and a cap.

A rate per thousand views, agreed up front.

The floor protects the creator. Underperform, still get paid.

The cap protects the brand. Over-deliver, spend stops.

Private roster. Creators introduced after alignment.

LH
Luxury hotel creator
LUX · 720K
5.2%
Avg engagement
Avg views1.2M / video
PlatformYouTube long-formYT 60% · TT 10% · IG 30%
AudienceF 68% · 28–44 · HHI $120K+
MarketsUS · CA · UK
Travel styleLong-haul luxury
Cadence2 / week
High-intent US/UK luxury bookers, age 30+, HHI 120K+.
OC
Overlanding creator
ADV · 415K
7.4%
Avg engagement
Avg views680K / video
PlatformYouTube long-formYT 70% · IG 30%
AudienceM 71% · 24–38 · HHI $80K+
MarketsUS · CA · AU
Travel styleOverland & off-grid
Cadence1 / week
Male outdoor audience, strong gear-conversion history.
SN
Solo nomad creator
NOM · 180K
8.1%
Avg engagement
Avg views420K / post
PlatformTikTok-nativeTT 65% · IG 35%
AudienceMixed · 22–32 · HHI $50K+
MarketsUS · UK · AU
Travel styleSolo digital-nomad
Cadence3 / week
Budget-conscious Gen Z/millennial nomads, APAC + EU bias.
FT
Family travel creator
FAM · 910K
4.6%
Avg engagement
Avg views1.1M / video
PlatformYouTube long-formYT 55% · IG 45%
AudienceF 74% · 30–44 · HHI $95K+
MarketsUS · CA · UK
Travel styleFamily resorts
Cadence2 / week
Mid-market family planners, multi-generational trip buyers.
FR
Five-star resort creator
LUX · 265K
6.3%
Avg engagement
Avg views310K / post
PlatformInstagram-ledIG 65% · YT 35%
AudienceMixed · 35–55 · HHI $140K+
MarketsUS · UK · CA
Travel styleBoutique stays
Cadence1 / week
Mixed-gender, age 35–55, premium short-haul bookings.
BH
Backcountry hiker
ADV · 540K
6.9%
Avg engagement
Avg views820K / video
PlatformYouTube long-formYT 75% · TT 25%
AudienceM 64% · 28–42 · HHI $90K+
MarketsUS · CA · AU
Travel styleBackcountry adventure
Cadence2 / week
Male hiking audience, US/CA national-park bookings.
Roster snapshot — figures based on trailing 90 days. Updated weekly.

Brief or call. Both reach Michael Miller.

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