ALTR QUICKLY IDENTIFIED TWO KEY CHALLENGES FOR TALLINK SILJA LINE ON THE SWEDISH MARKET
UNLIKE FINLAND AND ESTONIA, SWEDEN LACKS AN ESTABLISHED BALTIC SEA CRUISING CULTURE. WHILE TALLINK SILJA LINE ALSO STRUGGLED TO CONNECT WITH YOUNGER AUDIENCES IN A RELEVANT AND AUTHENTIC WAY.
THE SOLUTION;ALTR Collective took over all influencer marketing for Tallink Silja Line in Sweden, turning their marketing objectives into creator-led campaigns designed to drive awareness, engagement and bookings.
From strategy to execution, we manage the full process and make sure every activation has a clear purpose, the right talent and the right audience.
❋ Influencer marketingThe right creator can make or break a campaign. We know how to look beyond follower counts to find creators with the right audience, personality, credibility and cultural relevance for the occasion.
For Tallink Silja Line, we carefully curate every creator based on the objective, ensuring the partnership feels natural to the creator, and meaningful to their community.
❋ CREATOR CURATIONWe combine deep knowledge of creator culture, social platforms and online communities with creative thinking to turn marketing objectives into TikTok native concepts that capture attention and drive engagement.
For Tallink Silja Line, this meant creating entertainment-first concepts designed to make the brand part of the conversation.
❋ Social Strategy❋ EventsWe’ve brought creators together across cruises, city weekends and exclusive lunches, creating experiences worth talking about.
From curating the guest list and managing invitations to planning and producing entire events in-house, ALTR can take an event from the first idea to the final guest leaving the room.
Some of ALTR’s work
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![Simon Abramsson, Isa & Nina]()
Telenovela
ENTERTAIN TO RETAIN
On TikTok, we believe you need to entertain to retain. So, to make Tallink Silja Line feel relevant to a younger audience, ALTR Collective teamed up with Simon Abramsson, Martin Skålander, Isa & Nina to create a humor series built for the platform.
Filmed onboard Silja Symphony, the four-episode series was co-posted across three creator platforms. Turning one concept into multiple entry points for organic reach.
Introducing Telenovela: a chaotic, character-driven comedy series where the creators stepped into the roles of Tiffany, Vivvi, Francesca & Zacke.
The result? 4,056,700 views (38,2% of the total population on the targeted market).
Proving that when brands enter creator culture on its own terms, attention follows <3
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Long Term Creative Partner
FROM AWARENESS TO CONVERSION
We didn’t just want to introduce Tallink Silja Line to new audiences, we wanted to turn existing brand awareness into bookings.
That’s why we partnered with Felicia Bergström as a long-term creative partner. Her community already knows and trusts Tallink Silja Line, allowing us to move beyond brand awareness and focus on what comes next: converting engaged viewers into passengers.
By building an ongoing creator partnership instead of a one-off campaign, we could create content that feels native to Felicia’s community while keeping Tallink Silja Line consistently top of mind.
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ALTR Cruise
WE DIDN’T SELL THE CRUISE. WE SOLD FOMO.
We developed a recurring creator group trip taking place several times a year, bringing together a carefully curated mix of creators from the ALTR network.
Inspired by friendship, group travel and online communities moving offline, the concept is built around one simple idea:
“POV: The trip that got out of the groupchat.”
Each trip creates authentic interactions, entertaining content and memorable moments, with the cruise as the natural backdrop.
