Showcasing authentic destination experiences through high-reach creator partnerships
Axis launched an influencer-led content programme to showcase the richness of Nova Scotia’s ocean landscapes, heritage, culture, and vibrant communities. The goal was to inspire travel intent through authentic, experience-driven storytelling delivered via engaging, multi-platform content.
Axis launched an influencer-led content programme to showcase the richness of Nova Scotia’s ocean landscapes, heritage, culture, and vibrant communities. The goal was to inspire travel intent through authentic, experience-driven storytelling delivered via engaging, multi-platform content.
We identified and partnered with content creators whose audiences matched key traveller segments. The programme prioritised high-quality, experience-led content across blogs, social media, video, and print to maximise reach and engagement. Creator partnerships were managed for consistent messaging, compelling storytelling, and broad distribution across all platforms.
Results
- 5 creators participated in the programme.
- Total reach of 74.8 million.
- Produced: 10 blog articles, 50 Instagram posts, reels, and stories, 38 Facebook posts, 9 YouTube videos, 2 print articles (including Daily Mail and Sunday Post).
- Achieved an average cost per person reached of $0.09 (excluding travel costs).
- Achieved an average cost per engagement of $1.86.
The programme effectively leveraged influencer partnerships to drive large-scale reach and deliver authentic destination storytelling, significantly boosting awareness and inspiring travel among key consumer audiences.
