Cultural Routes of Europe


European Institute of Cultural Routes

Cultural Routes – Blogging Europe: Bringing Europe’s most historic routes to the world…

In late summer 2016, as part of a prestigious partnership with the Council of Europe and the European Commission, a team from iambassador went on a journey discovering two historic routes in South-Eastern Europe. The Cultural Routes – Blogging Europe campaign was part of the Council of Europe’s Cultural Routes initiative, which has been inviting bloggers and influencers to experience Europe’s historic routes since 2014. It was a great honour for iambassador to be invited to collaborate in amplifying the project’s reach around the world.

Image courtesy of Laurel Robbins.

The five iambassador influencers from Europe, India, China, Brazil and the USA, followed the Transromanica road and the Roman Emperors and Danube Wine Route, sharing their stories as they crossed the richly varied landscapes of Austria, Slovenia and Serbia. Harnessing their storytelling skills and online reach, the team highlighted the historic, cultural, and culinary charms of the region, as they followed in the footsteps of Medieval and Roman travellers.

The main objective of the collaboration was for the Cultural Routes content to reach an extended, international audience through publication on participating influencers’ blogs, and on two of the Council of Europe and European Institute of Cultural Route’s websites ( and, as well as through the iambassador and networks of influencers.

Results of Cultural Routes – Blogging Europe

During and after the Cultural Routes – Blogging Europe trip, content was created in multiple languages across all agreed online platforms as well as multiple social media channels and platforms.

Below are the key results of the Cultural Routes – Blogging Europe campaign:

  • Over 20 different online articles and blog posts across eight different websites in three different languages.
  • More than 3,200 mentions of the #culturalroutes hashtag.
  • More than 1,700 unique authors of posts using the #culturalroutes hashtag.
  • Over 2,400 interactions and shares of posts using the #culturalroutes hashtag.
  • A stunning video that was viewed more than 10,000 times within a week of its publication on YouTube and Facebook.
  • 37.7 million opportunities-to-see (OTS) content using the #culturalroutes hashtag.
  • An estimated Advertising Value Equivalent (AVE) of €533,500.

Feedback from the Council of Europe

We selected iambassador to organize a bloggers’ trip during the Summer of 2016 in order to promote the visibility of the Cultural Routes of the Council of Europe and we were delighted with the result!”

From the beginning, iambassador demonstrated the utmost professionalism, seeking to understand our needs in order to respond to them as closely as possible, always proposing excellent solutions. In record time, the iambassador team found bloggers from across the globe matching their skills and competencies with our cultural routes product. They selected a team of passionate professionals specialised in various fields, such as history, culture, nature and gastronomy. The results produced exceeded our expectations both in terms of quality of the articles, photos and videos produced, as well as the wide extend of their online distribution. We are delighted to have led this project with a team with such a high level of professionalism / innovation and are pleased to warmly recommend them without hesitation.

Stefano DOMINIONI, Council of Europe, Director European Institute of Cultural Routes