ENIT (Italian National Tourist Board) wanted to generate traffic to its brand-new website, and create awareness around a selection of beautiful destinations easily accessible by train.

This resulted in a multichannel digital campaign, with lead generation newsletters and online bannering to drive maximum traffic, and social media as a source of inspiration to plan a train trip through Italy.

Steven Van Genechten (Media Expert): "Besides online bannering and lead generation, we also wanted to do something special to reach the target group of young families."

That's why we sent Demi Crapa (social media manager at Flair) off to Tuscany, where she spent four days reporting on her Italian train adventure via the Instagram channels @flairbelgie and @flairbelgique, which together have nearly 150,000 followers.

The choice of such a Social Pack was ideal, as Flair has a huge reach among young women via social media. Women are often the central decisionmaker within their families, with friends or as solo travellers when it comes to planning holidays. Flair also has very receptive followers: they trust the advice of their favourite magazine faces and score very well in terms of engagement (liking, commenting, sharing, ...).

They are quite impressive!

The Instagram reels were viewed no less than 46,229 times, and the various stories reached a total of 28,161 accounts.

The campaign also achieved great results in terms of interaction: with countless likes, enthusiastic comments in which friends started making holiday plans, Instagram stories that were saved for later viewing, ...