How 45 Local Creators Drove 311,670 Views for Two Pittsburgh-Area Destinations (Without Big-Brand Ad Budgets)
How 45 Local Creators Drove 311,670 Views for Two Pittsburgh-Area Destinations (Without Big-Brand Ad Budgets)
If you run a local destination or mixed-use property, you’re basically in a daily attention war.
You’re competing with TikTok, Netflix, youth sports, and the couch. You don’t just need “content” — you need people your audience already trusts to show what it actually feels like to spend time with you.
That’s where Relay’s creator network comes in.
In two recent collaborations — Visit Washington County, PA and Bakery Square — 45 local creators produced 45 reels, 45+ tagged stories, 135+ licensed photos, and 45 public reviews, driving 311,670 organic views and nearly 17,000 interactions, all from real people in and around the region.
Here’s what happened, what it cost, and what it means if you’re still trying to make “boosted posts” do all the work.
Case Study #1: Visit Washington County
30 local creators. 30 reels. 7+ days of watch time.
Visit WashCo wanted two things:
County-wide awareness and social proof from trusted local voices.
Evergreen user-generated content they and their partners could reuse across their own channels.
The Relay Approach
Relay lined up ~8 creator collaborations per month. Each creator:
Visited a Washington County experience
Posted a tagged Instagram Reel + stories
Left an on-platform public review
Delivered photo assets for the county’s content library
So instead of one polished tourism video that gets old in a week, Visit WashCo got a wave of local stories rolling out over time.
The Results
From just 30 creators, Visit WashCo received:
30 tagged Reels
30+ tagged Stories
90+ photo assets (with full brand usage rights)
30 public reviews across county profiles
And the numbers from the reels alone:
Total views: 88,536
Total interactions: 5,240 (likes, comments, shares, saves, reposts)
Total watch time: 7 days, 17 hours, 10 minutes
Average views per reel: 2,951 (median 2,250)
Overall interaction rate: 5.92%
Translation: for a tourism bureau, that’s a full week of people actively watching county content — with no ad spend layered on top.
Case Study #2: Bakery Square
$2,250 in creator fees. 223,134 views. $0.19 per interaction.
Bakery Square, a mixed-use destination in Pittsburgh, came to Relay with a similar goal:
Boost local awareness and social proof
Build an evergreen library of content they could reuse across their own channels
The Relay Approach
Relay scheduled 3 creators per month over 5 months — 15 total. Each one:
Produced a tagged Instagram Reel + stories
Left a public review
Delivered edited photo assets
Content themes revolved around:
What’s new at Bakery Square
Hidden gems & experiences
“Day in the life at Bakery Square” style stories
So instead of a single “grand opening” boost, Bakery Square got a drumbeat of local creators repeatedly re-introducing the property to their own audiences.
The Investment
15 creators x $150 each = $2,250 total.
For context, plenty of brands accidentally burn that in a month on poorly targeted ads with no reusable content to show for it.
The Results
From those 15 creators, Bakery Square received:
15 tagged Reels
15+ tagged Stories
45+ edited photos (with full brand usage rights)
15 high-quality public reviews
The reels alone delivered:
Total views: 223,134
Total interactions: 11,902
Total watch time: 450 hours 16 minutes (≈ 18 days 18 hours)
Average views per reel: 14,876 (median 7,731)
Interaction rate: 5.33%
Effective CPM: $10.08
Cost per interaction: $0.19
That’s brand-safe, creator-led content performing at media-buying efficiency.
What These Two Partners Have in Common
Two very different destinations — a county-wide tourism bureau and a single mixed-use development — ended up with similar wins:
Consistent local presence, not one-off hype Both projects were structured as ongoing waves of collaborations, not a single “influencer blast.” That meant repeated exposure, different angles, and seasonal relevance.
Real people, real reviews Every creator didn’t just post; they also left public reviews on platform. That’s durable social proof that keeps working long after the Reel scrolls out of view.
Evergreen asset libraries Between the two, partners walked away with 180+ licensed photos plus dozens of vertical videos and stories they can cut down, repost, and repurpose across their own feeds, websites, ads, and newsletters.
Performance you can actually measure
Visit WashCo: 88,536 views, 5.92% interaction rate, 7+ days of watch time
That’s not “influencer vibes.” That’s quantifiable media performance with real unit economics.
Local creators who actually care The best part? These aren’t random mega-influencers parachuted in for a paycheck. They’re local creators who already love the region — the exact people your next visitor is quietly stalking on Instagram before they decide where to go this weekend.
What This Means If You’re a Local Brand, Tourism Bureau, or Destination
If you’re still relying purely on boosted posts, billboards, or static ads, you’re leaving a lot on the table.
These case studies show a different playbook:
Stop guessing with generic ads. Put your budget into creators who can show the real experience — the coffee steam, the kids’ reactions, the hidden corners, the night-time energy.
Think in waves, not one-offs. Both Visit WashCo and Bakery Square saw results by collaborating with multiple creators over multiple months — not hoping one viral hit fixes everything.
Build your own asset library. Every Relay collab is structured so you’re not just getting a one-time post — you’re building a reusable content bank you can tap for months (or years).
Treat creators like a new local media channel. The numbers speak for themselves: hundreds of thousands of local views, double-digit days of watch time, and per-interaction costs that stand up next to paid social — with far better storytelling.
Ready to See What This Could Look Like for You?
Relay exists for exactly this: matching great local creators with great local places, and turning that into measurable reach, reviews, and re-usable content.
If you’re a:
Tourism bureau or DMO
Main street district or mixed-use property
Restaurant group, experience venue, or attraction
…and you’re tired of shouting into the void, it might be time to let your community tell the story for you.
Want to explore a similar creator program in your city or district? Reach out to the Relay team and we’ll show you what a 3–6 month creator plan could look like — pricing, structure, and expected reach included.
