Fáilte Ireland faced a significant challenge, visitors from the UK had declined by 50% during the last 5 years. The UK audience didn’t consider Dublin as a place they wanted to visit. Therefore a traditional approach focused on selling Dublin would not work with this audience. Instead we needed to talk about the things that excited and inspired them.
Huskies developed an innovative approach to tourism marketing for Fáilte Ireland. We created an adaptive content marketing model, to create a range of relevant and inspiring content and distributing it to the right people, places and communities at the right time. We uncovered the sites and blogs this audience visited, the things they liked and shared – and the topics they discussed. Ultimately we uncovered their passions. We leveraged those passions by creating content that we knew they wanted to see and making sure that it constantly turned up in places they’d find it.
From articles on the rise of tweed and foraging, videos on extreme cycling, illustrations on cult cinema and everything in-between, the subject wasn’t important, it was about stirring their imaginations and forcing them to rethink their views on Dublin. We created content based on the things they’d enjoy looking at and want to share with their peers. Dublin always played a role in the content, but it was never the whole story.
And it worked. Dublin became a place they were interested in and talking about. Our target segment in the UK had begun to look at and talk about Dublin differently. We created a brand new approach to promoting tourism, where we didn’t just talk at people, we got them talking on our behalf!