The Wild Atlantic Way located on Ireland’s west coast is the longest defined coastal routes in the world, framed by dramatic landscapes of steep cliffs rising from the Atlantic ocean, emerald green hills, and picturesque towns. This year, the now iconic route celebrates its 10 years anniversary. To highlight the anniversary, and create awareness among Danish and Swedish travelers, we coordinated an influencer campaign focused on the route, the gastronomic offerings along it and the beautiful natural experiences dotted across the Irish west coast.
Ireland’s iconic coastal route Wild Atlantic Way celebrates its 10 year anniversary in 2024. To highlight the anniversary and spread awareness of all the beautiful nature, cities and towns, and attractions you can see and do during a road trip, we coordinated an influencer campaign in Denmark and Sweden on behalf of our client Tourism Ireland.
For the campaign, we collaborated with Danish influencers Danica Chloe and Trine Petersen, continuing the great collaboration from a previous city break campaign focused on Dublin and Belfast, allowing them to showcase different parts of Ireland to their followers. In Sweden, we recruited Sofia Henriksson, a foodie with a big love for the green Island.
Trine and Danica’s road trip focused on the city of Galway, known for its authentic Irish culture. They traveled along the route by car, capturing the natural beauty of Ireland’s nature, including the sandy Keem Beach, walks in the green hills, and cliff outlooks with impressive views over the Atlantic. They further visited castles, picturesque locations in surrounding cities, including shops, and made stops in nature. And of course – all the cute sheep along the way was a favorite!
For Sofia, the trip also included the gastronomic offer in the area, including everything from pub food, to distilleries and fine dining.
The influencers posted content on Instagram during the trip, including stories, reels and carousel posts. The posts focused on showcasing the versatility of everything you can do along Wild Atlantic Way, highlighting the authentic culture, beautiful landscapes and food offerings, as well as posting in narrowed down guide-formats, making it easy for followers to replicate their itinerary. In addition, the influencers delivered photo and text content, describing the trip, which will be utilized in advertisements.
We handled the full campaign process, including scouting influencers with the right audience and interests and content type, negotiating fee and content deliverables, handling itinerary development and coordinating the content approval and posting process before, during and after the trip.
In total, the influencer’s content had a reach of 532,600, and resulted in 17,600 engagements.
© Danica Chloe and Trine Petersen
