A new Discover Ireland campaign aimed at encouraging Irish consumers to take their holidays at home was successfully launched in May.
The #this is living campaign revolves around a series of online “playlists” – lists that feature 10 events or ideas for family adventures, romantic activities or exciting outings with friends.
The playlists were compiled in the lead up to summer to appeal to three recently identified segments of the Irish market that Fáilte Ireland will prioritise as growth sectors over the next year.
Consumers from the different segments – divided into families, friends and romantics – are all encouraged to download a Facebook app designed to help them create their perfect holiday wish list.
Over 45 custom-made campaign pages with tailored metadata, imagery and content were created on the Discover Ireland website, containing lists that range from “10 places to live in a thatched cottage” to “10 fab foodie festivals”.
Carousel images on the Discover Ireland homepage link visitors to the campaign landing page of their choice, whether they’re looking for quirky family outings, original ideas for a romantic break or something to get them out and active with their friends.
The visual identity of the campaign is strong and light-hearted, with the core message encouraging visitors to the app and website to do something quirky and unusual in Ireland this summer.
Analytics will be monitored by Discover Ireland over the course of the campaign to see which lists appeal to visitors the most, and what the overall traffic to the section has been.