Secret Food Tours operates immersive culinary walking tours across Europe’s most iconic food cities, from London’s Borough Market to Barcelona’s Gothic Quarter. Terrier Agency partnered with them to amplify bookings through an influencer marketing campaign targeting travel, food, and lifestyle creators.
36 creators experienced Secret Food Tours first-hand and documented their journeys through Instagram Reels and Stories. The authentic, experience-led content generated 545,000 impressions and 10,000 engagements, achieving a strong 4.7% engagement rate that reflects the genuinely shareable nature of food tour content.
With 96 pieces of content reaching a combined following of 1.1 million, the campaign delivered a cost-effective awareness push that drove direct tour bookings while building a library of reusable creator content for Secret Food Tours’ own channels.
Turning Experience-Led Visits Into Bookable Content
Experience-based tourism campaigns depend on the creator’s real visit translating into content that makes someone else want to book the same tour, so the shortlist for this campaign prioritised travel, food and lifestyle creators over general lifestyle accounts, and briefs were built around Reels and Stories, the formats that carry a live, in-the-moment food tour better than a static post.
What a 4.7% Engagement Rate Says About Food Tours
545,000 impressions, 10,000 engagements and a 4.7% engagement rate are attention figures, not booking numbers, but the rate itself is worth noting: food-tour content is inherently shareable, and a rate above what most gifting campaigns achieve shows the format matched the audience. 96 pieces of content reaching a combined following of 1.1 million also left Secret Food Tours with a reusable library for its own channels. Content that keeps working after the campaign itself ends.
