Developing and managing an influencer marketing campaign to showcase Paisley Food and Drink Festival 2019.

The Brief

To organise and host a dedicated group influencer trip to promote the Paisley Food and Drink Festival while boosting online awareness of the event and increasing engagement across Paisley's owned channels.

Our Solution

AM+A focused on inviting micro-influencers from across the UK with an emphasis on food and drink. The group would be transported to Paisley as part of an airline partnership with Flybe, and offered a VIP festival experience.


This involved the following tactics:


TACTIC 1 - Consumer PR to increase awareness via national titles

TACTIC 2 - Influencer analysis and engagement

TACTIC 3 - Working with airlines to minimise client costs


Target audiences: Young Explorers, Culinary Explorers, Millennial Foodies


Activities included:

- Working with Flybe to offer complimentary flights between London & Edinburgh

- Focused on the festival’s new vegan and vegetarian zone to appeal to new/younger audiences and vegan-specific bloggers

- Offered additional courses with celebrity chefs as part of the itinerary

- Aligned activity with Visit Glasgow to offer a wider appeal

What They Said

The Results

Coverage prior to the food festival:

- Independent, UK’s best foodie weekends - reach 263,063

- iNews online, 30 best food and drink festivals 2019 - reach 37,101

- Country and Townhouse online - Coolest food festivals for 2019 - reach 2,384

- Total reach: 302,500


Group food festival influencer visit results (in numbers):

- Nine - number of influencers hosted on the trip

- 27 - Instagram posts and stories about the festival

- 201,000 - total number of Instagram followers of participants

- 12,100+ likes

- 450+ comments

- Five blog posts about the festival

- One YouTube video

- 605,000 opportunities to see the Paisley brand


Total 'opportunities to see' Paisley brand: 907,500

Skills & Services Delivered

Press trip management

Third party collaborations

Copywriting

Content creation

Press office services

Social media strategy

Destination representation

Analytics and reporting

Recent Work