Towns of Italy is an immersive travel brand offering experiences across Italy’s most iconic cities, with its sights set on a largely international audience, primarily in the United States. Terrier Agency was brought in to solve the brand’s biggest stumbling block: identifying and securing macro influencers with the right audience demographics for a Grand Tour of Italy.
Six macro influencers were recruited for the all-cities tour, producing an extraordinary 493 pieces of content as they travelled. The campaign generated 82,013 engagements and reached a combined following of over 30.4 million, output that far exceeded initial projections for a six-creator activation.
The Grand Tour elevated Towns of Italy’s international visibility and built a compelling brand narrative that landed with millions of prospective travellers worldwide.
Why This Campaign Used Macro Creators Only
Six macro influencers, rather than a wider roster of smaller creators, were recruited specifically because a Grand Tour brief needs a handful of people with the production ability and travel schedule to cover multiple cities themselves, the casting problem the existing body calls the brand’s “biggest stumbling block”: finding macro creators with the right audience demographics for an international, US-facing audience.
Putting the Reach Figure in Context
30.4 million in combined following and 82,013 engagements from just six creators is an unusually high output-per-creator figure, which is what the existing Results paragraph means by output that “exceeded initial projections for a six-creator activation”, a visibility and engagement number, not a booking figure, and one that reflects macro-tier reach concentrated in a small cast rather than spread across dozens of smaller ones.
