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