tourism ireland’s digital footprint embracing new digital opportunities - sarah fitzpatrick

Tourism Ireland’s Digital Footprint

Embracing New Digital

Opportunities

Tourism Ireland – marketing the

island of Ireland internationally

as a holiday destination

“The amount of stuff you shared

today is double the amount of

stuff you shared a

year ago and half the amount you

will share a year from now”

Zuckerberg’s Law of Social

Sharing (2008)

Tourism Ireland’s Digital Footprint

13.5m WEB VISITS

22% FROM MOBILE

DEVICE

60m EMAILS SENT

+21% PAGE VIEWS

Social Media Reach

158k Followers

#3 in the world

2.4m+ Fans

Avg. 200 Friends

Reach of 480m+ (750m by 2016)

#4 in the world

#2 in the world

13.9m views

Social Media in Action

• Engaging

• Timely

• Striking Imagery

Content Marketing

Reaching out to new audiences, capturing

their attention by appealing to their

specific interests and linking those

interests to a holiday in Ireland

The Global Ireland Purchase Funnel

Ireland.com

Game of Thrones

• Promoted Tweets and Facebook

posts targeted to Game of Thrones

fans

• Scheduled in line with TV series

broadcasts

• Excellent engagement rates

• Exceeded Twitter benchmarks with

record engagement levels

Commander Hadfield • 1.15million Twitter

followers

• Tweeting pictures of Ireland from space aboard ISS

• Invited him to come to experience it on earth

• Content Marketing leveraging his following to reach a new audience

Kimye Honeymoon • Kim Kardashian & Kanye West

got married earlier in 2014

• Honeymoon destination was

kept secret until it was revealed

they were in Ireland

• Opportunity to leverage timely

news event by creating a piece

of content responding to the

news and highlighting Ireland as

destination

• Content Marketing and PR

activities to share video content

Content Marketing Process

Content Creation

Translation & Localisation

Content Publishing

Advertising Channel Selection

Advertising Creation

Paid Content Seeding

Performance Optimisation

Reporting Continuous

Improvement

Operational Impact

• Processes & people

• Nimble - Always On

• New approach to Media Buying

• New approach to Content Creation

What’s next? • Increased Content Marketing

activities

• More nimble

• Increased targeting

• Exploring new social platforms

• Experimenting with new

content formats

• Monitoring new digital developments for potential opportunities

Thank you