@visittrondheim
Social Strategy
To boost Trondheim's online presence, McKenna adopted a strategic approach centered on travel inspiration through Instagram. Her focus was twofold: inspirational content and driving engagement. Each post was nurtured as a living organism, with McKenna actively engaging with followers and building relationships with fellow travel industry enthusiasts.
Over two years, this strategy transformed Trondheim's profile into an authentic representation of the city. The following increased by an impressive 53%. The key to this growth lay in spotlighting the city's diverse assets, ranging from its culinary scene and natural beauty to knowledge hubs, technological advancements, architectural wonders, vibrant events, and most importantly, the city’s fun factor.
Recognizing the need to overhaul Trondheim's image and dispel outdated stereotypes (i.e. slow country town), McKenna's social strategy took aim at rewriting the city's narrative. By curating captivating visuals and crafting engaging captions, she successfully rebranded Trondheim as a progressive, attractive, and fun city, washing away any lingering misconceptions.
How to make reposts exciting and on brand?
By creating a distinct backdrop using the new Trondheim brand system. McKenna felt this would give followers a sense of feeling special when Visit Trondheim reposted their content with distinct brand identifiers. Followers had a very positive response to this and it increased tagging at the chance for them to be reposted on @visittrondheim
Visit Norway Insta Takovers
On three separate occasions, McKenna managed Instagram takeovers on @visitnorway (659k followers). She planned content for two days each takeover, utilizing both posts and stories to showcase Trondheim. Based on her anaylsis of Visit Norway’s audience, her strategy was to focus on the urban elements of Trondheim. This is because most people follow Visit Norway for the spectacular nature. Although Trondheim has wonderful nature in close proximity to the city, it does not compete with the likes of Geiranger fjord.
