For Tourism Ireland, we coordinated a partnership with author and influencer Flora Wiström to shine light on James Joyce’s Dublin – and promote a writing competition.

2022 marks the centenary of the publication of the famous modernist novel Ulysses by Irish writer James Joyce.

Therefore, the Embassy of Ireland in Sweden organized a writing competition, Ulysses100, encouraging writers to take inspiration from the iconic book but also adding a Scandinavian twist!

On behalf of Tourism Ireland, we coordinated an influencer campaign – to shine light on Dublin as a literary travel destination and promote the writing competition towards Swedish writers in spe.

The choice fell on Swedish influencer and author Flora Wiström. Flora has published two books (“Stanna” and “Hålla andan”), is often hosting writing courses, and is a blogger at Elle.se. Making her a perfect candidate to go into a deep dive in the world of Irish literature! To learn more, Flora visited the Museum of Literature Ireland (MoLi), Samuel Beckett theater, Trinity College library and several classic bookshops, participated in a literary pub crawl and of course the annual celebration of Ulysses, better known as Bloomsday. The Bloomsday celebration included readings from the book, plays, a visit to The Martello Tower in Sandycove where Joyce himself stayed, as well as a party organized by MoLi.

Related took care of everything from identifying suitable influencers with an interest in literature, negotiating rates and amount of content, coordinating the press visit to Dublin and overseeing content in terms of photography, copy and timings.

Before the trip, Flora posted an Instagram storyline with photos from a Stockholm library to encourage her followers to participate in the writing competition and tease her upcoming trip to Dublin.

After returning from Dublin, she shared her experiences from the trip in a Dublin travel guide on her blog.

She also did an Instagram post to remind her followers about Ulysses100 and inspire them to apply and win the first prize; a trip to Dublin and the opportunity to experience literary Dublin for themselves!