Highland led the full digital coverage of BlanesMar’s first edition — creating a human-centered, real-time content experience that reached over 83,000 impressions from a brand-new Instagram account.
BlanesMar was born as a celebration of maritime culture, local gastronomy, and community life in the port of Blanes — but its ambition reached far beyond the physical event. From the very first edition, the challenge was not only to organize a vibrant on-site experience, but to give it digital life and presence. In a landscape where many events struggle to gain online relevance, Highland was brought in to build a compelling narrative from the inside out.
With no prior digital presence and a brand-new Instagram account, we crafted a real-time content operation designed to resonate. The goal was not just to document what was happening, but to observe, feel, and tell the story as it unfolded — with a human perspective. We combined photography, video, drone footage, interviews, and fast editing to create a continuous stream of stories, reels, and posts that mirrored the energy of the event as it was lived. The result was more than coverage: it was a parallel experience that brought the event to life on every screen it touched.
In just two days, BlanesMar’s Instagram account surpassed 83,000 organic impressions — without a single euro spent on promotion. The digital coverage became a parallel experience to the physical event, expanding its reach and visibility far beyond Blanes. The project demonstrated how human-centered, real-time content can turn a local initiative into a widely felt and shared experience.
Highland designed and executed a real-time content strategy focused on Instagram. By combining on-site photo, video, drone footage, and spontaneous interviews, we created a continuous flow of stories, reels, and posts that reflected the energy and emotion of the event as it unfolded. With fast editing and purposeful publishing, we transformed live moments into immediate digital impact — all from a brand-new account with zero followers.
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