Emirates uses influencers to position itself as one of the world’s leading and most innovative airlines. Its most important multipliers include the pilot Patrick who, in addition to aviation, also specializes in fashion, fitness and lifestyle. Emirates invited him on an exclusive business class flight to Mauritius and to the lounges in Dubai and Frankfurt. The result: 56 Instagram stories about the lounge, on-board experiences and spa showers on board the Emirates’ flagship A380. Additional coverage: Instagram posts, a Facebook post, an 18-minute YouTube video about his trip and an extensive blog post about the flight and the stopover in Dubai.

Wilde & Partner invited journalists from Munich to make wreaths at the Midsommarfest on 21 June 2018 and created a bridge between the summer festival “Der verzauberte Garten” and the creative workshops at the Swarovski Kristallwelten. The Two in One café in the Schwabing borough of Munich was chosen as the location — a lovingly decorated café with a flower shop inside. Enjoying basil lemonade and blooming snacks, the ten attending journalists learned more about the Kristallwelten and were shown by a florist how to make their own wreaths with Swarovski crystals. The event generated several social media publications, including by Glamour Online, and invitations were extended to interested journalists.