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What’s harder than getting to Number 1? Staying there! The Guinness Storehouse is Ireland’s number one visitor attraction but maintaining this position in a market with a growing number of visitor attractions is challenging. The ask was simple, maintain and grow the Storehouse position.
For over a decade we’ve celebrated the vibrancy of the Storehouse experience by creating and delivering culturally relevant content and comms through a mix of brand campaigns, building highly engaged social communities, targeted paid media campaigns and digital experiences. This 360-degree comms platform and cohesive digital/social strategy have ensured the Storehouse has remained a must for every visitor to Dublin.
During our time working with Guinness Storehouse, we’ve seen visitor numbers grow from 1 million to 1.73 million per year. We have increased tickets sales by 45%, transactions by 41% and revenue by 62%, year-on-year. We continue to work with Storehouse on a global scale to maintain their position as Ireland’s top visitor destination as they enter their 20th year of business.
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As Fáilte Ireland’s digital strategic partner, we have worked with the organisation since 2013 to lead and manage its digital transformation in consumer communications. The remit has been broad and has ranged from implementing integrated communications to rearchitecting the consumer digital ecosystem to deliver a compelling customer experience.
We proposed a shift from an ‘organisation first’ approach to a ‘visitor first’ strategy. We began by implementing a data-driven content publishing programme supported by several successive brand-building campaigns to drive awareness for Ireland as a destination of choice.
We then transformed Fáilte Ireland’s legacy consumer digital ecosystem to create a better customer experience by streamlining and consolidating their consumer-facing channels.
Presently, we are embarking on our next phase of the transformation, optimising the organisational legacy systems to deliver a data-driven, future-proofed visitor first marketing technology infrastructure.
In 2020 we delivered +219% YoY Growth in website traffic, +268% YoY Growth in returning users and +123% YoY Growth in industry referrals while growing the social media community to over 1.4 million followers.
Develop Fáilte Ireland, the National Tourism Development Authority consumer communications and digital ecosystem to deliver a truly world-class digital experience.
From an ‘organisation first’ approach to pulling people in with a ‘visitor first’ strategy.
Increased traffic, returning users, industry referrals and a thriving online community.