The Goal

Visit Copenhagen (VC) aimed to spotlight the direct route from Atlanta’s ATL airport while showcasing the city’s culture, beauty, and sustainability efforts. Their goal was to attract mindful travelers—people who would respect Copenhagen as a home, appreciate its charm, and contribute positively to the destination. Rather than appealing to mass tourism, VC wanted to focus on conscientious visitors who value culture and sustainability. In addition to raising awareness among travelers in the ATL catchment area, driving impressions was a key priority metric for VC.

The Outcome

Steller designed a campaign that went viral while staying laser-focused on reaching likely international travelers departing from ATL airport. Two carefully selected influencers created 84 unique pieces of content across their social platforms. Several posts went viral, helping the campaign reach 14.5 million users and surpass 30 million impressions. With an engagement rate of 7.65%—more than double the travel industry average—the campaign sparked significant interest.

Beyond social reach, the content and Steller trip itineraries were amplified across the Steller ecosystem, driving measurable travel intent. Over 403,000 people saved information about Copenhagen, requested itineraries, or started actively planning their trips through Steller.

The Campaign

Steller designed a targeted campaign with two influencers who met Visit Copenhagen’s criteria— high-quality, authentic content, showcase both hidden gems and iconic sites, and engage the right audience. To amplify the campaign, two additional influencers were later enlisted.

The creators took their followers on a journey through Copenhagen, highlighting its museums, cuisine, parks, eco-friendly transit, and the city’s sustainability program, CopenPay. Through CopenPay, visitors earn credits for meals, drinks, and activities by making eco-conscious choices like using public transit or volunteering.

Their viral posts drove audiences to Steller’s video-infused trip itineraries, featuring bookable stays, experiences, and an interactive map. The campaign was further amplified across the Steller ecosystem through email, push notifications, and in-app features, maximizing reach and engagement.

Influencer Campaign Management

Steller leveraged its community of 13,000+ influencers to identify the best storytellers to inspire conscientious U.S. travelers to visit Copenhagen. Our influencer relations team handled every aspect of the campaign, significantly reducing Visit Copenhagen’s workload.

From vetting and contract negotiations to content quality checks and impact reporting, we managed the entire process with VC’s goals top of mind. While influencers explored Copenhagen, Steller provided 24/7 support, ensuring seamless operations, and handling any issues—removing the lift entirely from VC’s team.

The Results

The campaign gained massive traction on social, far surpassing Visit Copenhagen’s benchmarks.

Brand Awareness:
The campaign reached over 14 million people, generating 30.2 million impressions—6x the contracted goal. Engagement soared past industry standards, with an average rate of 7.65% (compared to the 3.8% industry average).

Measurable Travel Intent:
More than 403,000 people saved Copenhagen travel info, requested itineraries, or began actively planning their trip through Steller.