“Instagraming SoCal”: Influencer partnership with RockPaperDresses April 17th - 24th 2018 - AN ATLANTIC LINK CASE STORY

It takes the right medium to tell the right message to the right audience

For this specific project, we wanted to highlight the aspect of "laid back luxury" in California, and how this is specifically adherent in Southern California encompassing San Diego, Palm Springs and Los Angeles. And with the specific segment of women aged 25-45 with significant buying power as a key audience for our messaging, we knew exactly which influencer's followers to invite on a dream trip to California through exposure on her relevant platforms: Cathrine Widunok Wichmand aka RockPaperDresses

For this project, we targeted Instagram specifically as this is the number one social media platform for brand engagement. In fact, Instagram accounts for 92% of all social interactions online.

While Visit California HQ organized the itinerary, Atlantic Link made sure that the specific media partnership would be mutual beneficial for all participating parties in terms of messaging, content outcome and alignment of expectations.

On April 17th 2018, Cathrine Widunok Wichman traveled to California for a 7-day itinerary tailored to highlighting the core features of Southern California favourites like San Diego, Palm Springs, Coachella Festival and Los Angeles. The trip resulted in more than 35 Instagram posts, 38 Instagram stories and two blogposts promoting California as a travel destination.

San Diego
Palm Springs / Coachella
Los Angeles


  • REACH: 46,300 (INSTAGRAM) / 57,000 (BLOG)
  • ENGAGEMENT RATE: 3,3 % (Instagram engagement rates average within 1.85-2.5%)
  • Total media value: $41,000


Atlantic Link is the leading full-service representation agency in Scandinavia and Finland. They provide trade development and strategic marketing planning for travel and tourism businesses worldwide. For 17 years, they have impacted Scandinavian travel consumption and increased awareness of their international clients. Long-term client relationships, tourism awards and industry recognition are testament to those efforts.

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