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Tourism Ireland Digital
Digital in Tourism Ireland
Program highlights from 2017
Observations & lessons learned
Digital opportunities
Upcoming for 2018
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Coleraine Dublin Market teams Media buying
Web developer
Digital content
Community management
Email + CRM
Website. Ireland.com
Social. 55 presences
Video. Consistent program
Content. Development + seeding
Email. Ongoing relationship Community. Social + site
Advertising. Always-on + campaigns
Digital Roadmap provides the framework Consumer centric
Top of funnel media strategy
Tactical media choices
Data & Marketing Technology
Time
sensitive
campaign
to amplify
award
SOCIAL ASSETS INFLUENCER
OUTREACH PUBLICITY
Teaser film;
time-lapse films;
cinemagraphs;
Instagram stories and
a making-of film
Specific content
for core GOT
influencers
Publicity
relationships;
press release;
tool kit
IRELAND.COM
Website experience to
view the entire tapestry
online
WINTER IS COMING…. (2014,2015,2016) WINTER IS HERE! (2017)
GOT ON IRELAND.COM
4 years on Ireland.com
1.8 million visits to date
2017 – our most successful year yet
• 45% of ALL traffic to the Tapestry is earned - an 84%
earned uplift
• Best proxy for strength of Word of Mouth
• Dependent on the quality of the content, the social
object, timing and seeding
• Digital publicity efforts are a big success with 165
distinct links driving web traffic
Successful “earned” traffic uplift
• Coherence of the consumer journey drives success
• Timing is critical – plays into every facet of the campaign
• Long-term approach drives cumulative value
• Clarity of campaign focus a plus
• Power of social objects
• Plan around and feed the PR machine
Data & Marketing Technology
Connect with our themes and campaigns across the year • Offers • ”Have you a story to tell” • Website listings via Tourism Northern Ireland • Co-op marketing programmes • Events & Activities
Take part directly in the consumer conversations • Ireland.com Community; social media
One for the future • Retargeting Tourism Ireland audiences
March 1st Conference & Workshop Future Tourism Shaping our Strategic Response to Exponential Change
On sale December 13th Early bird: £150
Hear Debate Shape
ireland.com/futuretourism
Thank you
@TIindustryOpps TourismIrelandIndustryOpportunities.com
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