Route: Route Less Travelled

Route: Route Less Travelled

The Objective

søster was tasked with curating, producing, and delivering a first-of-its-kind multi-city content trip. The aim was to portray the brand’s story and personality through social media content, and in doing so, boost its social positioning, reach, and awareness. Hosting Route VIPs, creators, and staff, we created and delivered a full itinerary filled with stand-out experiences that captured Italy through ‘WOW’ moments, logistics for worldwide arrivals in Italy, private jet coordination, experience management, and on-site creative and communications.

The Insight

Route is one of the fastest growing tech platforms of the year. It’s an all-in-one post-purchase app that is reimagining the e-commerce experience from product discovery to delivery. With a compelling lifestyle angle, they allow consumers to discover products through its select network of personalities and creators. With this in mind, it has become an important strategy to develop events specifically focused around creating lifestyle content that will garner the attention of their target audience via social media.

Route’s founder was travelling through Italy when he had the initial idea for this platform. We knew instantly that it was important to the client that we told the story of the brand’s origins through an experiential trip visiting some of Italy’s most remarkable locations.

The Advice

In Sicily, a wellness and relaxation focus helped guests settle into the trip. This included luxury beach picnics, a private takeover at local salt pans, and a yoga masterclass. The group then travelled in style along the Amalfi Coast, enjoying Italian cooking masterclasses and dinner in a private lemon grove. They drove through the hills in classic cars, toured the coast by Vespa, and took to the seas on private boat charters. Lastly, a jaunt to Tuscany involved truffle hunting, wine tasting in an iconic church, and a surprise firework display to ensure the epic trip rounded off with a bang.

The Lasting Impression

Creators were able to produce beautiful, thumb-stopping storytelling content of søster experiences that made a real splash on social. To be precise, this resulted in 135 million impressions on social media, a 500% rise in Route social media traffic, and 4,365 app downloads as a direct result of the trip. We received outstanding feedback from both the clients and creators.

What the creators said

“The most organised, well executed, and most importantly, the most enjoyable content trip I have ever attended.”

 What The Client Said

“søster thought through every phase of this trip, from flight and accommodation logistics to recommending exceptional experiences, with on-the-ground logistics mapped out and executed without a hitch. All with a STELLAR team of producers, who were not only consummate professionals but great people all-round. We are excited to move forward with our next trip with søster!”