Tourism Ireland scooped two awards at the prestigious DMA Awards in London recently, including gold (in the travel and holidays category) and silver (for best use of email marketing).
Beating off stiff competition from the likes of British Airways, Tourism Ireland won the top prize in the travel and holidays category for the second year running – for its innovative social media campaign this summer, “Ireland Mystery Tour”. The winning campaign set out to showcase our wonderful scenery and iconic attractions to online audiences around Britain, allowing them to experience the island of Ireland online and prompting them to come on over and experience it for themselves.
The campaign saw a couple from Brighton throw caution to the wind and embark on a five-day mystery tour of Ireland. They had no idea where they were going or what they were doing – that was up to Twitter and Facebook communities around Britain, who solved various clues and guided the couple to their destination each day. Beginning their adventure in Co Antrim, every detail of the couple’s journey was an interactive event, as they shared maps, photos and videos. Everything was documented on their blog and a specially developed campaign webpage followed their journey. Other counties visited by the couple included Down, Meath, Kildare, Kilkenny, Wicklow and Waterford.
Tourism Ireland also scored second place at the DMA awards for best use of email marketing – for a creative out-of-office email campaign, designed to capitalise on the joy of being off work. The out-of-office email, sent to potential holidaymakers around GB, was designed to appear as though it had been set up by the recipient – signed by themselves as if they were already off enjoying a fantastic holiday in rural Ireland – and specially devised to make people curious about the many authentic and iconic things to see and do here, helping to position Ireland as the ideal destination for an immersive, relaxing short break or holiday.
Vanessa Markey, Tourism Ireland’s Head of Great Britain, said: “We are delighted that two of our campaigns were singled out for these accolades. Our objective was to engage with online communities around Britain, to inspire them to begin planning their very own trip to Ireland. We are constantly looking at innovative and engaging ways of reaching potential holidaymakers in Britain. It is important to make the island of Ireland stand out from other destinations in the very crowded GB marketplace, so these awards are good news indeed, particularly as we get ready to kick of our extensive 2013 promotional drive.”
Entries in the DMA Awards were judged by 200 senior marketing professionals.
Further media information:
Sinéad Grace, Tourism Ireland
Tel: 087-685 9027
Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
• Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
• In 2011, approximately 7.3 million overseas visitors came to the island of Ireland (+4% on 2010), delivering revenue of approximately €3.4 billion. Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is www.discoverireland.com; there are 42 different websites, providing information in 14 different languages covering every continent. In 2011, discoverireland.com attracted almost 12 million unique visitors.
• ‘The Gathering Ireland 2013’ will be Ireland’s biggest ever tourism initiative and will consist of a year-long programme of festivals, events and gatherings in every part of the country.
• Tourism Ireland has an extensive programme of promotions under way to highlight ‘The Gathering Ireland 2013’ around the world, working closely with the ‘Gathering’ project team.