Sourcing Niche Influencers for Poland’s Piano-Themed Tourism Campaign

Our Work

Drawing on our extensive database of Chinese influencers, Dragon Trail first provided a short-list of five potential KOLs who all fit the Polish tourism board’s brief, from which the tourism board chose two:

• @厉子栗 (Liz Lee), a music and fashion KOL who recently graduated from the Zhejiang Conservatory of Music. She has 125K fans on RedNote, 308K on Douyin, and 198K fans on Bilibili.

• @Lumos大力, a lifestyle and travel KOL who is also an amateur pianist and often shares content of his piano playing.

Liz traveled in Poland between 7-17 October, with an itinerary focusing on the north part of the country. Meanwhile, from 1-10 October, Lumos traveled around southern Poland. Both of the influencers visited Krakow and Warsaw, with additional destinations including the Tatra Mountains, Poznań, and small towns and villages including Ryn and Kadzidłowo. Their social media posts connected to piano playing and Chopin, as well as hotels, hiking, citywalks, and other unforgettable moments in Poland. The influencers also created content for the Polish Tourist Organization to use in its own campaigns.

Held since 1927, the International Chopin Piano Competition showcases Warsaw as “the piano capital of the world.” Using the event to promote travel to and beyond the capital city, the Polish Tourist Organization was able to target and reach thousands of Chinese travelers with a particular interest in music, culture, and in-depth tourism.