Opportunity

Putting Dublin firmly back on the “must see, must do” list of European cities through positioning the city as vibrant & modern destination, whilst maintaining and promoting the wealth of heritage and culture that the city has to offer.

Solution

As the vast majority of tourists now use digital to research and plan their trips we created and executed a comprehensive digital content strategy to encourage people to consider Dublin as their destination.

Responsive Website

We created a new fully responsive website and managed a content calendar across Visit Dublin's website and social channels to drive awareness of the destination.

02 VisitDublin Website

Content Strategy

Under the idea ‘A Different Dublin Around Every Corner’ we created a content strategy and managed editorial that focused on telling the many sides to this great city to appeal to the different target segments.

01 VisitDublin Website

Social Media Activation

We also managed Visit Dublin's social content calendar & communities across Facebook, Twitter, Instagram & Pinterest & Flickr to create awareness of what Dublin has to offer. 

03 VisitDublin SocialMedia

#LoveDublin

We also created the hashtag #LoveDublin as a mechanism for the trade and visitors to share their photo experiences of Dublin with us, which we then packaged and published on Visit Dublin's social platforms.

04 VisitDublin SocialMedia

Results

The content strategy ensured that the website featured strongly in search engines across key markets such as U.S, UK and mainland European territories. As a result of the redesign and new content strategy, traffic to website grew by over 36%.

The content strategy also helped to grow Visit Dublin's Facebook audience from 24k to over 54,000 followers making Visit Dublin one of the most popular European cities on the platform. Whilst on Twitter we grew the page from 17K to over 40K followers without paid media.

The hashtag #LoveDublin has been fully embraced on twitter by both the trade and visitors making it the no.1 hashtag for Dublin. While on Instagram we had over 8K images shared with Visit Dublin using #LoveDublin.