Tourism Ireland had an insight that while interest online for Ireland increased just after St Patrick’s Day, holiday bookings remained about the same. So, with a small team I brainstormed ideas to come up with a campaign that would create publicity, increase bookings and generate useable contacts for the client’s database.
This led to the Fantastic St Patrick Parade on ireland.com, entered via Facebook. People created characters and floats based on Irish history and culture, gaining Likes to move up the parade and possibly win a holiday to Ireland. For promotion I created 3 social media toolkits of posts and tweets in 6 languages for 13 markets.
To make this project a success (2.1m Facebook story impressions, significantly increased holiday bookings and over 25,000 new signups to ireland.com) I used creativity to generate compelling campaign ideas. Plus planning and attention to detail to promote the campaign effectively, keeping people engaged.