Tourism Ireland today launched ‘Greening Season 2013’, a brand new social media campaign which will target the organisation’s 1.25 million Facebook fans across thirteen different markets. And, given that each of those fans has an average of 200 friends, the new Tourism Ireland campaign could potentially be shared, through Facebook, with up to 250 million people around the globe.
The campaign involves two different competitions on Facebook. The first, called the ‘Great Green-Off’, invites people overseas to create and share their own ‘greening’ video or picture, with the best submission scoring a ‘Gathering’ trip to Ireland this year – for the winner and five of his or her friends.
The second competition is called the ‘Dublin Doodle’ and invites people overseas to create their own virtual green doodle. A selection of the most creative and inspired doodles will be projected onto the façade of Trinity College on 14 March, as the St Patrick’s Festival kicks off, and will be streamed live on Tourism Ireland’s website, Ireland.com. An accompanying programme of social media activity will be rolled out in tandem with the campaign, to maximise sharing and reach across social media channels. The ‘Dublin Doodle’ is open for entries until 11 March and the ‘Great Green-Off’ is open until 24 March. The winners will be announced in April.
As well as raising awareness of the island of Ireland and bringing a smile to peoples’ faces in the run-up to St Patrick’s Day, the aim of the ‘Greening Season’ initiative is to invite people everywhere to join in Tourism Ireland’s Global Greening 2013 – and not just the famous buildings and sites around the world which are going green like the Pyramids and the Sydney Opera House. Tourism Ireland is extending an invitation to people around the world to get involved and get ‘greening’ for themselves!
Simon Gregory, Tourism Ireland’s director of markets, said: “This year, our Global Greening initiative is going social, reaching more potential visitors to Ireland than ever before. People across the world instantly identify St Patrick’s Day with the island of Ireland and ‘Greening Season 2013’ is all about exploiting this ‘talkability’. With more than 1.25 million fans, Ireland is the second most popular tourism board in the world on Facebook, after Australia. Having such a huge fanbase is significant, because each fan has an average of over 200 friends – making Tourism Ireland just one degree of separation, or just one click away, from having our message shared through Facebook with 250 million people around the globe.
“This campaign is just one element of Tourism Ireland’s plans to promote the island of Ireland this year around St Patrick’s Day – our on- and off-line campaigns are working seamlessly together, to ensure that there is saturation coverage of Ireland across print, broadcast and online channels around the world.”
Earlier this month, Tourism Ireland announced details of some of the famous attractions and sites around the world which will go green this year to mark St Patrick’s Day, kicking off the organisation’s major first half promotional drive to grow overseas tourism in 2013. In a major coup for Irish tourism, an ancient wonder of the world – the Pyramids of Giza – and a modern wonder of the world – the Christ the Redeemer statue in Rio de Janeiro in Brazil – are set to go green for the first time ever on St Patrick’s Day 2013, joining a host of other major landmarks and iconic sites around the world in Tourism Ireland’s annual Global Greening initiative.
International journalists – representing top media outlets from around the globe – will visit Ireland, taking in the Dublin St Patrick’s Day parade during their time here. And Tourism Ireland will also exploit the profile of St Patrick’s Day with media worldwide – sending images, video footage and news about Ireland to news desks around the world, as well as to its database of 22,000+ influential travel and lifestyle media contacts.