To build excitement ahead of the UEFA Women’s EURO 2025 and position Geneva as an open-air playground, Related coordinated a Nordic influencer activation celebrating women’s sport and the spirit of international competition.
As part of Geneva’s preparations to welcome the UEFA Women’s EURO 2025, Geneva Tourism hosted an influencer trip designed to put a spotlight on the championship and promote Geneva as a vibrant and active destination. Related was responsible for identifying and securing suitable influencer profiles in Sweden, Denmark and Finland, focusing on creators with a clear link to sports, movement and healthy living. In total, six influencers were selected – two from each market – including Olympic swimmer Signe Bro and lifestyle influencer Frederikke Victoria from Denmark, professional runner and sports journalist Annimari Korte and fitness profile Eeví Teittinen from Finland, running content creator Josefin Johnsson and adventure-focused creator Ebba Forsgren from Sweden.
With a strong focus on promoting women’s sport and celebrating the upcoming tournament, the trip centred around the WEuro Games – a friendly influencer competition – paired with curated experiences that highlighted Geneva’s character as an open-air playground. Over the course of three days, participants took part in everything from professionally supervised athletic training and a sunset paddleboard race, to a scenic trail challenge on Mont Salève and a football session featuring penalty shoot-outs and freestyle skills. The programme also included group yoga, a chocolate-making workshop, and a guided walking tour through Geneva’s historic centre.
Related handled the full influencer management process, including scouting and vetting, negotiations, contracts, and final content approvals. The influencers shared their experiences across Instagram and TikTok through reels, stories and feed posts, offering a personal and energetic perspective on Geneva as both a host city and destination.
The campaign reached a broad Nordic audience, amplified anticipation for the tournament, and positioned Geneva as a progressive and scenic location for major international events. The activation generated an estimated reach of 1.67 million, with over 14,500 engagements across 211 pieces of published content, and an earned media value of €68,900.
