Although Croatia has become more popular as a travel destination, the Croatia National Tourist Board wanted to increase awareness of the leisure travel opportunities in the destination beyond the coastline. Additionally, the client wanted more content on Facebook and Instagram to entice viewers to explore other parts of Croatia, especially the lesser-known regions of Slavonia and Baranja.
Since Slavonia and Baranja are less represented on social media and lack high-quality content, Hills Balfour organised a group influencer trip to the regions. In collaboration with Travel Consul partner agencies, Hills Balfour invited eight influencers from the U.K., Germany, Poland, the Netherlands, Sweden and Japan to participate in the trip. The influencers enjoyed a variety of activities offered in the regions, including boat rides in Kopački Rit National Park, wine tasting in Ilok and watching the 52nd Đakovo Embroidery Festival. Influencers were also interviewed by national and local outlets and by Croatian YouTube group Joomboos.
The influencers produced 59 Instagram posts, and audiences of 386,235 viewed daily Instagram stories. Four blog posts have been produced, including one by influencer Ewa Chojnowska-Lesiak (pictured). The trip garnered 41 placements in local and national media outlets. Joomboos created a YouTube video with 37,000 views to date.