Celebrity Shay Mitchell’s ATTA-Supported Ireland Adventure Generates 28+ Million Impressions
April 17, 2012
Generating Massive Digital Footprints…and Worthy New Narratives
By Chris Doyle, Editor, Nicole Petrak, Assistant Editor, AdventureTravelNews.com
Mitchell kayaking in Ireland.
Adventure tourism can benefit directly from the extraordinary influence that today’s celebrities bring to the world of social media, many of whom have literally millions of followers. In its foray with Hollywood in March 2012, the ATTA learned just how quickly the celebrity world spins: In less than a month, Pretty Little Liars’ young actress, Shay Mitchell’s adventure in Ireland generated 28+ million impressions. And, that’s just the first phase of the effort.
Destinations hosting film production crews is not new to tourism. It is widely believed throughout the history of film that movie locations, along with stars in them, can significantly influence travelers’ destination interests. Prime examples being Peter Jackson’s Lord of the Rings filmed in New Zealand, or the legendary classic, Lawrence of Arabia, filmed in Jordan and Morocco, or the more recent, Twilight Saga, filmed in Washington State. Each are believed to have profoundly influenced traveler interest in the noted destinations.
Partly due to the film industry’s known impact on tourism, the ATTA has begun to test the waters with the help of Co-Founder/CEO Richard Janes of FanologySocial.com which builds online entertainment networks for celebrities (an introduction made by long-time ATTA partner Liz Ferrin). And, Janes’ group, which focuses on celebrities who understand the value of their fans and the importance of owning their own image and voice on the Web, was the ideal first partner in this endeavor.