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BUSINESS INSIGHT: Influencers provide a Taste of Nairn

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By Tracy Cameron

Checking out a produce stall at the last Taste of Nairn
Checking out a produce stall at the last Taste of Nairn

As the town gears up for the spring season and the first event of the year, Taste of Nairn, the Nairn BID team has welcomed four different influencers to help us promote our great offering.

Over a few days, Haim and Awa, Scottish Food Girl, Tracy Goes Outside and award-winning food writer Julia Bryce spent time in Nairn.

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The success of their visits was down to the fact that we have a great product. We all know that. Their job was/is to make sure a wider audience know that too!

We can only thank the businesses who agreed to host the teams, who were given set itineraries but also a general overview of the town and other suggestions on what to enjoy whilst here. Almost every business we approached agreed to be part of the ‘promotion’, with some even offering extra experiences such as a cocktail-making masterclass and wine flights!

What has been amazing is seeing all the content getting rolled out. The influencers are working alongside each other and the content is getting gradually published.

However, what has already been published across all three of our platforms, Nairn Connects BID, Taste of Nairn and Visit Nairn, is already paying dividends.

In just the last few days, since Julia Bryce visited the town and started publishing her content, reach on the Taste of Nairn Instagram account has increased by 109 per cent, engagement has gone up by 125 per cent and the followers have gone up by 11.9 per cent.

The comments have also been great to see. Some people confirming Julia’s positive thoughts in our town and its businesses and others surprised by what a great town we have, but vowing to visit.

Now, the proof will be in the pudding – will it have the affect we want – increased footfall to Nairn and to Taste of Nairn over May 10-12? We hope so and we will do our best to see what the impact has been when the event comes around.

Until then, what we do know from the all of the content and the responses, is that the influencers love Nairn and so do the people engaging with their content.

Tracy Cameron is co-chair of Nairn BID and also head of business development for Scotland Food & Drink.

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