Ireland the Gathering 2013


Travel Tech

As featured in the Digital Tourism Think Tank, Tourism Ireland places a very high emphasis on their marketing, and notably online marketing, activities. The tourist board’s central marketing campaign recently has been ‘The Gathering Ireland 2013’, a series of promotional activities encouraging the celebration of different communities across the country, particularly urging all those with Irish roots to come to their homeland for these gatherings.

Successful Campaign

As reported by Skift, The Gathering has reinvigorated tourism in the country, with data from the first quarter of 2013 showing a 7.4% rise in the number of visitors and specifically a 17% rise in North American visitors. Considering that around half of the approximately 70 million people with Irish heritage that live outside of the country are based in the U.S.A and Canada, the notable rise in tourism from the region makes sense, given that they are the key targets of the advertising.

Differentiating Destinations

As stated by Eamon McKeon, chief executive of the Irish Tourist Industry Confederation (ITIC), “it has absolutely hit the spot and differentiates [Ireland] from other European destinations. The Gathering was definitely a conduit that helped grow air capacity and is helping consumers make the decision: ‘Yeah, let’s do Ireland’.” (Skift)

The message to other destinations and tourism organisations on the back of Tourism Ireland’s success with The Gathering thus far is therefore to identify the differentiating factors that can pull in visitors to their destination alone and to centre communications around these themes. It will be interesting to keep track of The Gathering’s effect on tourism in the country as 2013 continues.

More from #DTTT

  • In February we present:
    [DTTTInsights] What is structured data and why is it important for DMOs?

    #TechInsights | What is structured data and why is it important for DMOs?  Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]

    #structured data #rich snippet #SEO strategy #schema markup #voice search #content
  • In February we present:
    Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board

    Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]

    #Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge