It started with The Liberties, Point A’s Dublin opening – our first in-person influencer event for the brand. We brought together a mix of Irish influencers with strong local networks, hosted them at the new hotel, and let the content follow naturally from the experience rather than a rigid brief.
The results spoke for themselves: since we started working with creators, Point A has generated over 330,000 views, 240,000 reach and close to 10,000 engagements from just 25 pieces of creator content across 11 collaborators – with individual creators regularly pulling in tens of thousands of views and reach each on their own channels, and engagement rates north of 4.5% on the strongest performers.
“Point A has generated over 330,000 views, 240,000 reach and close to 10,000 engagements from just 25 pieces of creator content across 11 collaborators”
The wider picture backs it up too. Across 2025, Point A’s Instagram grew past 20,000 followers, TikTok crossed 700,000 video views, and the brand’s LinkedIn presence nearly doubled – with UGC and creator-led content consistently named as one of the biggest drivers behind all of it, alongside the aesthetic city content and hotel storytelling sitting either side of it.
None of that happens by accident. Running an influencer event properly means treating the guest list as carefully as the content brief – the right mix of creators, enough of a story for them to actually want to tell, and a stay that gives them the space to create rather than just show up for a photo.
“Point A’s Instagram grew past 20,000 followers, TikTok crossed 700,000 video views, and the brand’s LinkedIn presence nearly doubled.”
It’s also meant being honest about where gifted collaborations genuinely work and where they don’t: as more creators rightly treat their time and reach as professional work, sourcing purely gifted partnerships is only getting harder, and it’s shaped how we structure the ask – clear deliverables, fair usage terms, and enough of a genuine experience that creators want to say yes.
That’s exactly the thinking behind what’s next. As Point A opens its newest hotel in Edinburgh, we’re building another influencer opening party – working alongside talent partner Posh Cockney – with a full content plan built around the city itself: hotel tours, the view from the room, how close everything actually is on foot, and a few Scottish phrases along the way. Same formula as Dublin: get the right people in the room, let them tell the story, and let the content do the rest.
If you’re planning a launch or opening moment and want it to travel further than the ribbon-cutting, get in touch – we’d love to talk you through how we’d approach it.