Welcome to Sheffield

We were tasked with highlighting Sheffield as an authentic destination for city breaks and unforgettable experiences. The Sheffield team wanted to target content creators and influencers who appeal to individuals aged 25 to 50, who are interested in authentic experiences, outdoor activities, and immersion in city culture.

We identified and recruited a group of authentic content creators who aligned with the target demographic and could effectively convey Sheffield's essence. We facilitated and encouraged influencers to capture and share their experiences through various media formats, including Instagram posts, stories, blogs, and videos.

We selected a diverse group of influencers to ensure their brands, values, and audience demographics aligned with Sheffield's target consumers. These influencers had a combined following of over 173,000 on Instagram, ensuring a broad reach and authentic connection with the desired audience. Their interests in authentic experiences, outdoor activities, and city culture made them ideal ambassadors for Sheffield.

The influencers attended the event, immersing themselves in Sheffield's amazing experiences. They enthusiastically shared their feedback and experiences, posting captivating content throughout the weekend and afterwards. Examples of their content can be seen below. 

// Influencer recruitment

// Influencer liaison

// Event administration

// Clear reporting  

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Influencers, thousands of reactions and comments. One influencer Wanderlust Chloe promoted her blog post across social media platforms, with the Visit Sheffield account engaging with the content. Her video on Facebook garnered over 11,000 views, while an Instagram Reel reached 25,000 views.

Reflecting on the success of the media trip, some influencers went the extra mile by sharing additional videos, blogs, and even speaking to BBC Sheffield. This voluntary amplification significantly broadened the campaign’s exposure and impact 

“Navigate's influencer campaign successfully showcased Sheffield as an appealing city break destination, reaching new audiences and generating substantial online engagement. The carefully curated experiences and the authentic voices of the influencers played a crucial role in highlighting the city’s unique offerings.”