Case Study: Fáilte Ireland

Transforming a nation’s tourism fortunes

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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.

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.


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.

The Mission

Develop Fáilte Ireland, the National Tourism Development Authority consumer communications and digital ecosystem to deliver a truly world-class digital experience.

The Solution

From an ‘organisation first’ approach to pulling people in with a ‘visitor first’ strategy.

The impact

Increased traffic, returning users, industry referrals and a thriving online community.