Samoa wanted awareness among British travellers. Samoa is also about as far from Britain as it is possible to get, and the budget would not stretch to flying a group of UK creators to the other side of the planet and back.

We recommended British creators already based in Australia. Same accent, same reference points, same audience — a fraction of the flight cost and a fraction of the carbon footprint. They travelled to Samoa for a familiarisation programme covering the beaches, the interior and, more usefully, the people. Afterwards we built a Spotlight on Samoa microsite gathering both the new content and everything about Samoa we had previously indexed, and promoted it into the UK and US.

The hashtag reached millions of impressions and tens of thousands of mentions. The microsite drew a substantial audience over the months that followed and passed a meaningful share of it on to the Samoa Tourism website — visitors the board had not paid for twice.