Tourism Ireland has launched a new integrated marketing campaign, created by Bristol-based direct marketing agency Entire, to drive interest in autumn breaks to Ireland.
The campaign aims to promote Ireland as a unique holiday destination and deliver new names to Tourism Ireland’s nurture programme.
Entire’s campaign utilises a combination of direct mail, email and door drops to drive consumers seeking further information and special offers to a dedicated microsite.
Consumers that register their interest on the site will be entered into Tourism Ireland’s nurture programme, which delivers tailored dynamic content and special offers according to the recipient’s interests.
To further develop Tourism Ireland’s ‘Go where Ireland takes you’ positioning, the creative is brought to life with Irish characters acting as the pivotal moment in the holiday experience. The campaign will specifically target sightseers and culture-seekers that value the rich blend of history and culture, food and drink and beautiful landscapes that only Ireland can offer.
Vera Stedman, head of marketing / deputy head of GB, Tourism Ireland said: “We have seen some tremendous results from our DM campaigns this year, in the face of challenging economic times. We are very excited about the way all the strands of media deliver a real sense of the brand to the audience.”
Ian Bates, creative director, Entire added: “Using data captured from this campaign we aim to nurture prospective visitors by engaging them with interactive and tailored content designed to give them a unique flavour of Ireland’s rich cultural landscape.”