Tourism Ireland’s global social campaign, #FillYourHeartWithIreland, has been running since April 2020 and is continuing into 2021. It aims to bring the best of the island of Ireland onto people’s screens and to help ensure that Ireland stays ‘front-of-mind’ with prospective visitors for future holidays. It involves the sharing of inspirational content that speaks to the world at this difficult time and connects people with the island of Ireland.
Although it is not possible for overseas visitors to travel here right now, it is vital for Tourism Ireland to keep the island of Ireland ‘top of mind’ with prospective visitors – until the time is right for them to visit. This will ensure that we are in the best possible place to immediately start converting business for all of our tourism partners, when the time is right. Our research shows that consumers are considering now where they will travel to on their first post-pandemic trip – so keeping the island of Ireland ‘live’ in that consideration set has never been more important, to ensure a successful recovery for our industry.
To date, the campaign has achieved excellent engagement with fans and followers on social media, delivering 1.93 billion impressions on Tourism Ireland’s Facebook channels, with 56 million video views and 9.4 million engagements. There have been 252,000 engagements on Twitter, as well as 8.6 million likes on Instagram (at end March 2021).
Content produced for this campaign is also being used by our industry and trade partners in their consumer communications. We are also sharing the content with our database of international travel and lifestyle journalists, who’re all looking for great ‘armchair travel’ ideas right now. We estimate that, so far, the campaign has helped generate positive exposure for Ireland in international media worth more than €200/£174 million in EAV (equivalent advertising value).
Pierce Brosnan on Ireland
Liam Cunningham IFTAs