Another City Trip

An increasing number of city explorers choosing Eindhoven as their destination. That was the goal of our international influencer campaign, Another City Trip. And now? We've hosted four editions, won several awards, reached millions of city explorers and gained a lot of knowledge about the world of influencer marketing.

Campaign for city explorers

In mid-2016, Eindhoven365 asked content marketing agency Zandbeek to develop an international activation campaign. Together, we came up with Another City Trip: a weekend in Eindhoven with national and international online influencers. For the first edition of Another City Trip, some 100 interested influencers signed up in a short time, collectively accounting for a global reach of millions. From the 100 applications, 17 bloggers from the Netherlands, the United Kingdom, Belgium, and Germany, were eventually invited to visit Eindhoven. The first edition of the campaign consisted of three unique programmes (food, fashion, lifestyle).

Four editions

New editions followed in 2017, 2018 and 2019. In 2017, unlike the year before, we focused on one country: Spain. We noticed an increasing interest in Eindhoven from the Spanish press and the presence of good connections between various Spanish airports and Eindhoven Airport. We provided a fully personalised mystery city trip for 16 Flemish influencers in the third edition. We only announced the final destination during the trip, followed by a tailor-made programme for the influencers and their partners. One surprise followed another: upon arrival in the city, the hotel and the hotel room and from the cocktail to the restaurants, the selected and decorated shops, and the tours through the city. In 2019, the campaign focused on German influencers from North Rhine-Westphalia. At this edition, the focus was on authenticity and thus on building relationships, rather than just shooting "the perfect picture". Together with Eindhoven-based collective Biki90, a tailor-made programme was put together, in which several locals were involved and introduced to the German influencers.

Impact

During and after Another City Trip, the influencers shared their experiences with hundreds of thousands of followers on social media (Instagram, Facebook) and afterwards via blogs and vlogs. The aim was to activate their followers for a (multi-day or short) city visit to Eindhoven. Over the years, this has led to an online reach of millions. We have re-purposed the output of the influencers through native advertising to bring Eindhoven to the attention of an even broader target group as an off-the-beaten-track city trip destination.

Collaboration & results

Another Citytrip is a concept developed by Eindhoven365 in collaboration with content marketing agency Zandbeek. In various editions, there has also been collaboration with Coopr, Fama Volat and Biki90. The multiple editions were not possible without the contribution of local entrepreneurs, organisations and cultural institutions, which together, formed the basis for the programme at each edition.
The campaign has won several awards in the field in recent years. For example, in 2017, we won the prestigious Content Marketing Award, organised by the leading American Content Marketing Institute, silver at the Dutch Interactive Awards, a German Design Award and in 2019, two Influencer Marketing Awards in London.

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