I created content for a successful sales website across 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 writing narratives, rich in detail and heritage, to inspire an adventurous audience.
Next, I used analytics to fine-tune content, showcasing copy that people loved by pushing it to the front while refining other content to work harder. To enrich the customer experience I created an email campaign with tasters of new stories. A seasonal content calendar published on the site and via social media kept website copy fresh and relevant, while boosting SEO.
To make this project a success (the highest traffic and bookings Tourism Ireland had ever had) I combined creative storytelling with analytics to help understand the audience, plus rigorous attention to detail in marketing and planning.