Digital Dialog designed the campaigns around a competition –Win a Holiday in Ireland. This prize was chosen so that those who entered the competition were those with an interest in Ireland. This interest predicts they would both enjoy receiving regular newsletters from Tourism Ireland and have more of an intent to visit one day.

Digital Dialog designed individual landing pages for each market in its native language. As well as presenting beautiful images of Ireland, clear submission forms were displayed to enter the competition accompanied with a newsletter opt in checkbox. The landing pages were hosted on individual domains so that leads came to Digital Dialog in real time meaning optimisations could be made efficiently and promptly where necessary. The channels chosen to drive traffic to the lead generation landing pages were Facebook and Email.

Digital Dialog also designed an email replicating the Tourism Ireland email template thanking them for their participation and also promoting various parts of the Tourism Ireland website. This email was triggered every time someone entered the competition. Due to the minuscule delay between a visitor opting into the newsletter and leads being entered into the Tourism Ireland database, this strategy kept leads fresh and boosted website visits.