Fáilte Ireland tasked us with lengthening the seasons when domestic travellers usually holiday in Ireland, and to bring people into parts of the country they have not visited before.
We knew that to achieve these challenging objectives we would need to develop a digital strategy that worked hand-in-glove with ATL campaigns for Fáilte Ireland’s experience brands; the Wild Atlantic Way, Ireland’s Ancient East, Visit Dublin and Ireland’s Hidden Heartlands.
We were there to inspire them by delivering hyper-relevant and hyper-local content and recommendations making it easy for consumers to find the experiences they wanted throughout the country while pulling them along the customer journey to book their trip.
To complement this targeted digital content, we set out to build a strong online community that advocates the depth of Ireland’s domestic tourism offering.
By creating a mix of inspirational and functional travel content and leveraging UGC, we’ve grown Failte’s social community to over 1.3 million followers, reaching more domestic travellers than ever before.
Since we began working with Fáilte Ireland in 2015, domestic trips have increased almost 20% with hotel bed nights increasing at a faster rate outside of the tourism hot spots than within, and in a higher proportion in the ‘shoulder season’ than high season, confirming that regionality and seasonality are improving year-on-year.