THE MISSION

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.

THE SOLUTION

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.

THE IMPACT

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.

THE MISSION

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.

The solution

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.

THE IMPACT

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.