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26 Apr 2019

World’s top travel influencers, plus actor Tom Skerritt, gather to capture ‘A Digital Day in the Life of Ireland’

Opportunity for Irish tourism operators to share their stories with a global audience

Nothing like this has been attempted before, harnessing the power of some the world’s most popular travel influencers to document a single place on a single day – a multi-perspective, multi-media log of 24 hours on the island of Ireland.

Tourism Ireland and Steller.co, the world’s largest travel storytelling app – in conjunction with Fáilte Ireland and Tourism NI – have invited 28 of North America’s most followed and popular travel influencers to visit the island of Ireland this week. These influencers collectively have a following of more than 53 million. 

At 12:01 am on Sunday, 28th April 2019, the influencers will be dispatched around the island of Ireland, tasked with creating multi-media stories for the Steller app. They will have exactly 24 hours to create their stories (the deadline is 11:59 pm on 28th April) – through video and photos.  The series of stories they create on this special spring Sunday in Ireland will be collated into a new collection on the Steller platform – called ‘A Digital Day in the Life of Ireland’ – revealing what 24 hours on the island of Ireland has to offer for travellers everywhere. Their stories will focus particularly on our hidden gems and lesser-known attractions and experiences.

As well as telling their stories on Steller, the influencers will also be sharing their content with their fans and followers on social platforms – bringing those island of Ireland stories to an estimated audience of 200 million.

Also joining the group is actor Tom Skerritt – who has appeared in more than 200 TV shows and 40 movies, including Top Gun, Alien and A River Runs Through It. Tom is here with his daughter and son; they’re planning to explore their Irish roots, with a videographer filming their visit for the Steller app.

In advance of ‘A Digital Day in the Life of Ireland’, a ‘Steller Meet’ took place at the Guinness Storehouse in Dublin yesterday (Thursday, 25th April) – an event for tourism companies from around the island of Ireland, including hoteliers, tour guides and visitor attractions, to learn how to craft stories on the Steller platform. It included demos on how to use the Steller tools to create the most impactful stories, with a team of Steller experts on hand to help. 

The resulting stories will be rolled into a separate Ireland collection for Steller, called ‘The Best of Ireland’ – complementing the ‘Digital Day in the Life of Ireland’ collection. Both will be released on the Steller app on Thursday, 23rd May; they will also feature on Tourism Ireland’s website, Ireland.com. 

Welcoming the Steller team and the influencers to Ireland, Niall Gibbons, CEO of Tourism Ireland, said: “We know that travellers are increasingly using mobile devices and social media for inspirational travel content. So, we’re delighted to be involved with this innovative Steller project – which will generate wonderful new content about the island of Ireland. We’re an island of storytellers, so we’re proud to share our heritage, culture and our great tourism stories with the world, through the Steller app.”

Niall Gibbons continued: “The ‘Digital Day in the Life of Ireland’ campaign has been designed to build awareness of our regions and lesser-known attractions and to encourage visitors to travel here in the off-peak months. It will highlight our outdoor activities, like cycling, walking and kayaking, as well as urban experiences that US travellers enjoy. We are confident that the campaign will help deliver another record year for tourism from the Unites States. It’s a great way to ‘Fill Your Heart with Ireland’.”

Pete Bryant, CEO of Steller, said: “We are so excited to work with the preeminent travel influencers to produce this ground-breaking showcase, mobilizing talent and authenticity to celebrate this exceptional destination. Over a billion people interact daily with stories across major social media platforms, but only Steller is dedicated to telling great travel stories. We are honored that Tourism Ireland chose Steller’s storytelling tool to share Ireland’s vast tourism riches.”

Actor Tom Skerritt said: “One of the 12 tribes of Galway was the Skerrit clan, so I am thrilled to seek my roots and report the stories of my own lineage using the Steller mobile app.”
  Actor Tom Skerritt; US influencer Annette White (aka @BucketListJourney); Pete Bryant, CEO of Steller; and Niall Gibbons, CEO of Tourism Ireland, at the ‘Steller Meet’ tourism event in the Guinness Storehouse.

Notes To Editors

  • Steller – short for ‘story-teller’ – has become the largest travel storytelling app in the world, with more than 1.5 million downloads. It is designed to enable both travellers and travel providers to share their stories and content – and inspire others to follow in their footsteps.
  • Some stats about travel influencer content:
    -    52% of people taking a summer holiday use social media – especially photos – for inspiration
    -    70% of people believe reviews give them knowledge not available elsewhere
    -    76% of TripAdvisor users agree that traveller-submitted photos influence their booking decision. *
    * sources: GWI State of Social 2018, TripAdvisor 201, Skift 2018