Creative content drives to record sales

I wrote all content for the Wild Atlantic Way, a sales website covering 14 markets and in 8 languages for Tourism Ireland. The site promoted destinations and experiences along a stunning coastal route from County Donegal to County Cork. Initially I did this by researching and writing narratives, rich in detail and heritage, to inspire an adventure loving audience.

Next, I used analytics to fine-tune content, showcasing copy that people loved by pushing it to the front of the site, while refining less popular content to work harder. To enrich the customer experience, I created an email campaign with tasters of new stories, plus a seasonal content calendar to keep the website copy fresh and relevant, boosting SEO.

To make this project so successful, with a 27% increase in traffic and over 9,000 bookings (the most Tourism Ireland had ever had for the period) I combined creative storytelling with analytics. This helped me to really understand what the audience wanted and informed the content created. Rigorous attention to detail and smart marketing cemented this sales success.