Atout France, the country's national tourism development agency, launched a five-month influencer campaign in the spring, leading up to the IMEX Frankfurt meetings industry trade show last month.
The agency contracted London-based Irina Trofimovskaya, founder of The MICE Blog, to drive higher online and offline engagement around the #BizInFrance hashtag on Twitter and LinkedIn.
This is new for a destination to use influencers to engage meeting planners, at least at this scale. Atout France reported both a rise in social media interactions before IMEX, and a jump in meeting planners visiting all of the French partners during the show.
Jerome Poulalier, manager of Atout France’s meetings department in Frankfurt, said, “Our other goals included increasing awareness of French destinations beyond the most popular cities, extending the engagement lifecycle beyond the IMEX Frankfurt event, and creating more sharable, visual content.”