Team Another City Trip, © Eindhoven365

The 16 Flemish influencers who were lured to Eindhoven in September 2018 were not paid a penny for this. In fact, when they got on the bus they didn’t even know where they would end up. It was mainly that fact – “creating ambassadors by heart and not by contract” – which ensured that Eindhoven365 won double prizes at the Influencer Marketing Awards in London with its third edition of Another City Trip.

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Author profile picture Bart Brouwers is co-founder and co-owner of Media52 BV, the publisher of innovationorigins.com.