Gunwharf Quays
Influencer staycation
- Influencer
Campaign snapshot
We ran a staycation influencer marketing campaign for outlet shopping destination, Gunwharf Quays; partnering with influencers to create aspirational content which inspired target audiences to visit the waterfront outlet and enjoy a staycation in Portsmouth.
The campaign tapped into the post-pandemic trend of holidaying within the UK, and positioned Gunwharf Quays as a key tourist attraction.
The content needed to showcase Gunwharf Quays’ restaurants and retailers, and we partnered with some of Portsmouth’s other attractions to create a desirable package. Partners included The Queens Hotel, Beckett’s, and The Spinnaker Tower.
How we did it
The Umpf team identified suitable talent for the opportunity, using a mix of travel influencers and shopping content creators. We used influencers across both Instagram and TikTok to ensure a wider audience was reached, and this was the first time the outlet had used TikTok.
We liaised with all brand partners and created a staycation itinerary for each influencer, making sure that it was adapted to each of their usual content styles.
The results
We worked with eight influencers across Instagram and TikTok with a total of 140 pieces of content created and an average engagement rate of 3.79% – higher than the average across both platforms.
The standout success of this campaign was a reel created by @amyenvoyage which had over 1.4 million views and highlights the importance of selecting the right influencers for your campaign.
Due to the success of this campaign, we went on to replicate it for Christmas 2021 and Summer 2022, as well as creating a similar campaign for Somerset outlet shopping destination, Clarks Village.
Highlights
140
pieces of content created
3.79%
average engagement rate
1.4m
views on one reel