Love Dublin campaign


DMO Stories

There can be few nations on the planet that are more hospitable to tourists than Ireland. The Emerald Isle is known for being a particularly friendly country, and with its devastatingly beautiful scenery and rich culture, Ireland has a lot to offer tourists from all over the world.

No nation can rest on its laurels, though, in the competitive contemporary tourism world, and the tourist board of the Irish nation has thus recently been busy preparing new marketing projects related to Ireland’s tourism industry. Tourism Ireland deals with the whole of the Irish nation, despite the political divisions which are well-publicised, and the tourist board has recently launched two campaigns in order to promote the two capital cities of Eire and Northern Ireland.

Kiss me I'm Irish!

The campaign to promote Dublin has been dubbed "Kiss me I'm Irish”, and is a light-hearted campaign run by Tourism Ireland which is intended to take advantage of the popularity of online videos and social platforms. The DMO invites Internet users to watch videos and pictures of eight couples kissing at iconic Dublin landmarks. Quite a novel concept in and of itself, but Tourism Ireland is also asking Internet users to guess whether or not the individuals kissing are actually real-life couples!

To make the process more fun, Tourism Ireland has ensured that the results are easily shareable via social platforms such as Twitter and Facebook. It is stated by Tourism Ireland that the idea for the campaign came through a Facebook post that it happened upon randomly. Thus, the DMO has made a conscious decision to particularly target this unique campaign at UK Facebook fans, while Tourism Ireland has also created a YouTube video illustrating the campaign.

The campaign is also linked to another item of content related to activities in Dublin, which is named Craic Dublin after the Gaelic term for news, gossip, fun, entertainment, and enjoyable conversation. This campaign highlights some of Dublin’s unique and particularly outstanding cultural pursuits, emphasising that the city is a vibrant and exciting place to visit.

Journey across Dublin

Aside from creating a general image of Southern Ireland’s capital city, Craic Dublin also encourages tourists to take a 48-hour journey across the city. By utilising the website, visitors discover a wide range of cultural things to see and do across Dublin, with a recommended schedule to accompany them. The campaign could be likened to the journey taken in James Joyce’s classic novel ‘Ulysses’, although that takes place over a single day.

To make the prospect more attractive, Craic Dublin has littered the website with videos, both embedded in YouTube and auto-playing, and a series of attractive photographs.

Concurrently, Tourism Ireland has also launched a campaign to promote the capital city of Northern Ireland. The campaign focused around Belfast has a lot in common with the Love Dublin approach, as it is also focused on a test based on an octet of images. But this time the eight photographs are of iconic places in Belfast, with the crux of the campaign being a challenge to Internet users as to whether they can decipher if the pictures have been taken via vintage camera or a retro iPhone app.

Tourism Ireland has also created social media content and YouTube videos related to this promotion, as it encourages tourists to visit the historic city of Belfast.

The two Irish campaigns are indicative of a general trend in destination promotion and marketing. In order to stand out from the crowd nowadays, it is necessary for destinations to create unique content based on unusual and unique campaigns. The aim of this is firstly to really imbue the destination with a particular character or image; a classic example of branding.

Importance of social engagement

Additionally, the importance of focusing destination marketing on social media and social sharing in the contemporary world cannot be underestimated nor understated. Creating a community via social media feeds and interactive content is extremely valuable, as increasingly tourists like to feel engaged with a particular place before travelling there.

A previous Digital Tourism Think Tank report focused on a study carried out by one of our partners TripAdvisor, which found that building positive customer relationships through social sharing can be extremely beneficial for tourism-related companies and organisations. In addition, the recent initiative of destinations offering holidays to vloggers in exchange for the video makers posting innovative home-made videos which are then shared on social channels, is another indication of the increasing prominence of this trend.

Simply making your destination look attractive to travellers is no longer enough to be successful, no matter how established you are as a tourism honeypot. DMOs should reflect that attracting the modern traveller, particularly from the younger age demographics, is very much reliant on a two-way communication via social media platforms.

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank