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.
