Croke Park

International Marketing CampaignAgency: DMA

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International Marketing Campaign

The Challenge

DMA believed Croke Park on a Championship Sunday was an experience no tourist should miss so they approached Croke Park with a programme to help sell unsold Championship tickets to tourists.

International Marketing Campaign

The Target Market

DMA targeted the top 850 International Tour operators that sell Ireland as part of their portfolio.

International Marketing Campaign

The Thinking

The concept was based on ‘Sell our Sights, then Sell Our Soul’.

A Direct Mail campaign was sent to Tour Operators to elevate the thrill of our national games.

Tour operators were pointed to our E-Commerce site, crokeparktickets.ie to purchase tickets.

International Marketing Campaign

The Thinking

A multi structured Social Media Programme split across Facebook and Twitter was developed targeting different tourist profiles to encourage uptake.

A 30 second TV ad was developed for Setanta UK along with Banner Ads on popular inbound tourist sites and posters in tourism offices.

International Marketing Campaign

The Results

Sales came  directly from all over the world, introducing tourists from India, Asia, Eastern Europe and particularly the States to the game.

Fantastic feedback (see quotes on the site).

850 Inbound tour operators contacted (International DM) resulting in a series of international group booking and a very exciting channel for Croke Park in 2012.

Facebook, Google ( CPC and SEO) and Visit Dublin.ie where the most successful conducts for site traffic.

International Marketing Campaign

The Results

1,000s  of visits everyday during the Season, with a conversation rate which almost doubled as the season went on and word of mouth, visit feedback grew.

Lots more to come in 2012, very excited about the ongoing ‘experience’ attraction that is Croke Park.

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