Unique Opportunity to Discover a Lesser Known Gem of the Mediterranean

This May and by invite only, the Traverse team, along with 50 of the UK’s top social media influencers, will be heading to the stunning Mediterranean island of Menorca for the #MustSeeMenorca Conference.

Hosted by Traverse in partnership with the Spanish Tourist Office (STO) and the Menorca Tourism Board (MTB), #MustSeeMenorca is the first event of its kind outside the UK.

With blogging now fast becoming a lucrative business, #MustSeeMenorca will offer guidance on advanced blogging techniques and address topics that will prove advantageous to influencers in all fields. It will also provide an important networking opportunity for likeminded influencers to meet and share knowledge and best practice.

Taking place over two days, the conference will include sessions, workshops and round tables focusing on both the creative and practical elements of blogging. Areas covered will range from how to take epic photographs or videos, to how to improve project management skills.

Pre- and post-conference, STO and MTB will provide an exclusive opportunity for all attendees to discover the beautiful Menorcan surroundings and landscapes, offering various experiences, trips and activities, including sailing, kayaking, cycling, horseback trails, and marked walking routes such as the ancient ‘Camí de Cavalls’ (or GR-223) path.

The second largest of the Balearic Islands, Menorca is a peaceful, natural oasis, packed with contrasts. Designated by UNESCO as a Biosphere Reserve for its natural beauty, diverse ecosystem and sustainable approach to development, it is a real-life paradise. The island has 216 km of hugely varied coastline, from the rugged shores and reddish beaches of the north, to the gentle relief of the south, with golden sandy coves.

Many civilisations and colonial empires, including the British, have left their mark on the Island. Menorca’s rich archaeological and cultural heritage includes monumental sites such as the historic old town of Ciudadela, prehistoric remains such as the Naveta des Tudons Megalithic burial chamber or talayotic settlements near Mahón, and even small fishing villages that still conserve ancient traditions.

Self-drive is the perfect way to explore the island. Traverse guests will be the first to be able to try Menorca’s new Nissan Electric cars!

The Traverse group will also be able to try local Menorcan wines, as well as taste the famous award-winning Mahón-Menorca PDO cheese; a compulsory experience for anyone visiting the island.

In true Balearic style, STO and MTB will be hosting dedicated #MustSeeMenorca opening and closing parties, inviting influencers to travel by boat to Lazareto Island in Mahon Harbour and to enjoy spectacular views from the Cova d'en Xoroi bar respectively.

Until only a few years back, Lazareto Island was an important but relatively unknown landmark as access was quite restricted. It played a significant role in Menorca’s maritime history, being used in the 19th century as a quarantine area for sailors using the trading ports of the island.

Perched, as if by magic, on the cliffs above Cala en Porter, legend has it that Cova d'en Xoroi was a pirates’ hide out. Guests will bid their farewells to Menorca whilst enjoying the most stunning sunset, sea views and cocktails to the soundtrack of chillout beats.

The UK is a priority market for Menorca. #MustSeeMenorca forms part of a wider marketing strategy aimed at reinforcing the image of Menorca and encouraging visitors year round.

The main focus of the conference and related events, however, is on enhancing Menorca’s visibility via social media. The event encourages the proliferation of user-generated and third party content that is relevant, memorable, engaging and potentially viral. #MustSeeMenorca forms part of a communication strategy that is based on low volume (segmentation) and high impact (memorability), as opposed to the traditional high volume, low impact (publicity) approach.

The Spanish Tourist Office in London has designed a specific digital strategy for the UK following Turespaña’s digital campaign, under the dedicated social hashtag #MustSeeMenorca, created to generate interest and engagement and to increase the visibility and aspirationality of Menorca as a destination.