About the case
To promote the island of Ireland’s two capital Belfast and Dublin to Nordic travelers, we coordinated an influencer campaign on behalf of our client Tourism Ireland. The campaign showcased the two cities as obvious destinations for a city break getaway with a lot to offer in terms of culture, gastronomy, museums, pub culture. The campaign also emphasized how easy and convenient it is to travel between the two cities and how accessible the cities are from main Nordic airports.
Related oversaw the full campaign process from scouting suitable influencers with the right demographics and interests, negotiating rates and amount of content, writing and handling agreement signing, as well as monitoring content during the trip to handling content approvals and deliveries after the trip.
The campaign consisted of five influencer collaborations from all Nordic countries – Trine Petersen and Danica Chloe from Denmark, Veera Bianca from Finland, Victoria Riis (matplatsen.net) from Sweden, and Anne Marthe Widvey from Norway, who all visited Dublin, Belfast, or both.
With tailormade itineraries according to their interests, the influencers created content from some of the most iconic sites in the Irish cities, such as Trinity Library, Titanic Belfast and Guinness Storehouse. Content included Instagram stories, grid posts and reels as well as blog posts. In total, their content had a total reach of 1,631,500 and almost 60,000 engagements.
In addition to the content posted on their own channels, the influencers also created content in the form of photos and video clips to be used in a social media advertising campaign, leading to a custom landing page with the influencer’s best tips and inspiration for a city break getaway in Ireland!
Veera Bianca also participated in Tourism Ireland’s Nordic podcast – have a listen here!