Opportunity


The overall objective for our Discover Ireland #This is Living campaign was to encourage our domestic audience to take one extra break in Ireland this year.
 
To do this we needed to inspire and excite them about holidaying in Ireland, to showcase what was unique and exciting about it; the familiarity and ease with which you can spend quality time with family, old and new friends or a loved one.

Solution

Three key demographics were identified for this campaign:

// Connected Families

 // Indulgent Romantics

 // Footloose Socialisers 

By breaking down our market in to these three segments, we could then increase the relevance of the home holiday proposition for our consumer by tailoring the content for each and providing them with information that would inspire them and they would be inclined to engage with This was a fully integrated campaign with a connected and co-ordinated message was delivered through all our channels. A bespoke Facebook Hub was created to package up website content into creative, easily consumable and shareable playlists for each of our segments. A range of innovative rich media display formats were created to direct people to this Facebook Hub including a first to market interactive flip format and interactive VOD on RTE. A series of cascades & billboards were created throughout the year with seasonally appropriate content for each audience whilst the campaign was fully supported throughout all the discoverireland.ie owned channels including their website, Facebook page, Twitter and eCRM communications.

Results

By November 2014, 69% of adults in Ireland were aware of the campaign. 53% of those (which equates to 1.3m people) were prompted to take some action towards taking a holiday in Ireland as a direct result of campaign. All our digital executions have performed well beyond their anticipated KPIs.

• To date we’ve had over 125k visitors to our Facebook Hub (25% ahead of target).

• Our overall CTR throughout our display campaigns is now 1.64%, this has more than doubled on the 2013 campaign.

• Since the launch of #This is Living our Facebook fans have increased by 49% and our Twitter followers have increased by 77% However, the real result of this campaign is in showing that when there are a number of target audiences, digital media is key to enabling effective and contextually relevant communications that will resonate with each audience.