Tourism Ireland turned to Digital Dialog to inspire travellers to experience Ireland during the winter, particularly to enjoy the Christmas markets and the New Year festivities. Target markets were Norway, Finland, Sweden and Denmark.
The theme of the campaign was to ‘Get away from the winter blues’ and enjoy Christmas shopping and the variety of festivals taking place during the winter season in Ireland. It also included an attractive prize for one lucky winner.
The campaign targeted two different age groups namely the Social Energisers (18-34 year olds) who have an interest in city breaks and the Culturally Curious (45+ year olds) who have an interest in Ireland's rich history, culture and countryside.
Strategy and Results
Digital Dialog used a combination of social media, email marketing and display advertising in varying measures to create awareness of the campaign amongst the target audience. All digital assets such as emailers, banner and social media ads were created in 4 different languages. All assets were carefully crafted to inspire Scandinavian visitors to consider the island of Ireland as a short break destination, especially to enjoy the Christmas time festivities.
The campaign performed exceptionally well, generating nearly 70,000 quality visitors to Tourism Ireland's website during the campaign duration. It also resulted in an increase in their social media fan following.