Tourism Ireland promotes Ireland to a global market as a leading holiday and business tourism destination enriched with natural, cultural and historical wonders. The organisation delivers world-class marketing programmes in 23 markets across the world, reaching a global audience up to 600 million each year with targeted marketing. For 2018, Tourism Ireland aims to grow overseas tourism revenue to €6 billion (+5%) to Ireland and visitor numbers to 10.8 million (+2%).


Our objective for Tourism Ireland was to capture the key market of Northern Europe – sophisticated, seasoned travellers, progressively minded and digitally savvy to create compelling messages that fit with the older ‘cultural curious’ market and target the ‘social energiser’ group of younger travellers seeking authentic experiences in unique places.

Digital Dialog Association

We’ve been working with Tourism Ireland since 2013 to grow audiences and inspire visitors to the island, and every year sets another new record for Irish Tourism. We’ve successfully attracted visitors to Ireland from northern European countries such as The Netherlands, Denmark Sweden, Finland, Norway and Germany to raise awareness of Ireland as a destination hotspot for adventurous holidays, an epic road journey of a lifetime and for cultural city breaks. To achieve our goal, we set about dramatically expanding audience perception so the reach went far beyond a city break to Ireland. We devised targeted campaigns, across a wide range of online platforms to entice younger travellers and older visitors between aged 18-45+ year olds to discover Ireland’s untouched wild natural beauty combined with its rich history and cultural diversity.

The Wild Atlantic Way campaign targeted five northern European countries, inspiring people to experience the breath-taking 2500km route of Ireland’s west coast by road. The Road Trip campaign reinforced the key message to inspire visitors to discover the beauties of Northern Ireland by road. Highly targeted campaigns using multiple technologies and platforms to achieve consistently successful results via social media, YouTube, email marketing, and display advertising to raise awareness, generate engagement and visibility to increase visitor numbers. We’ve consistently delivered successful lead generation campaigns across the Nordics, Netherlands and Germany strengthening and expanding Tourism Ireland’s marketing database.


Northern Ireland Road Trip Multichannel Emailers

Road Trip

Nordics & Netherlands

To capture and captivate the 25-44 year olds across the Nordic Region, we promoted Northern Ireland by road as a beautiful travel destination beyond the major cities – as a journey of a lifetime with bountiful discoveries. By effective use of targeted social media, we also increased quality traffic to from the region.

Wild Atlantic Way

Nordics & Netherlands

The breathtakingly scenic Wild Atlantic Way (WAW) is a unique 2500km route of outstanding natural beauty that runs along Ireland’s west coast. To entice affluent adventurers aged between 35-55 living in Europe, we promoted the WAW across five European markets by using a variety of online platforms and successfully increased traffic to and their YouTube channel.

Northern Ireland Road Trip Multichannel Emailers

Winter Promotion (Escape the winter)

Enjoy Ireland during Christmas & NY – Nordic Market

To reach the Nordic markets and inspire travellers to experience Ireland during winter for a short break with a Get Away From The Winter Blues campaign, enriched by Christmas markets and New Year festivities. We successfully targeted both 18-34yr olds and 45+yrs via social media, email marketing and display advertising to create awareness and entice the target audience.

Lead Generation

Nordic Markets, Netherlands & Germany

Our lead generation campaigns for Tourism Ireland were designed to increase database subscribers. We devised a campaign around a competition Win a Holiday in Ireland and designed individual landing pages for each market in their native language via Facebook and Email to drive traffic and boost website visits.