Production, Strategy, Data & Analytics, Social & Content, Creative, Client Services
During the last five years, visitors to Dublin from the UK were in a decline of 50%. People just didn’t see Dublin as the place to be – less iconic than Berlin, not as cool as Amsterdam, not as buzzy as Barcelona.
Fáilte needed to find a new way to engage with potential visitors that would change their perceptions of Dublin from being just about stag parties in Temple bar to the colourful, diverse and vibrant city it truly is.
We were tasked with finding a way to engage with young tech-savvy travellers and convince them that Dublin is indeed the place to be.
Our research had shown that the city-hopping trendsetters we needed to talk to wouldn’t be swayed by a straightforward ad campaign. This target audience live in the connected world and they look to their peers, read reviews, and make up their own minds about the cities they visit.
Rather than telling them how great Dublin is, we knew that if we had a conversation with them about things they would find useful, we would engage with them in a real and substantial way.
“We spoke to people at their passion points – creating beautifully-executed, shareable pieces of content to show off the sides of Dublin they had never seen before”
Our strategy was to speak with people about what they were passionate about and to create beautifully executed, shareable pieces of content to show off the sides of Dublin they’d never seen before. We didn’t wait for people to come to us – we came to them with something worth saying.
What’s the best way to show off how quickly you can get out of the city and into nature? Go from city cycling to mountain biking.
For foodies, we made illustrations about foraging and how to find the best meals beneath your feet.
For movie lovers, we made infographics about vampires and the influence of Stoker on modern cinema.
For the fashionistas, we talked about the rise of tweed and the best places to find bargains around the city.
The fact that we were referencing Dublin within all these stories was always secondary – the detail and not the focus.
“The fact that we were referencing Dublin within all these stories was always secondary – the detail and not the focus”
Instead of showing advertising for events like the Bram Stoker festival, we created things like this – a fake documentary with a bloodcurdling twist.
We created useful and entertaining pieces that people could share, all designed to shift the lens through which they saw one of the fastest-evolving cities in Europe.
By working in this ground-breaking way, we were able to distribute the content we created to specific people in the UK – from tech bloggers to illustrators. We gave voice to the evolving story of Dublin through subject matter people really cared about.
“We didn’t wait for people to come to us – we came to them with something worth saying”
People in the UK started looking at and talking about Dublin differently. 21 million people were potentially reached with 132 thousand UK visits recorded on VisitDublin.com representing a 40% organic increase since 2012.
We had created a brand new approach to promoting tourism, where we didn’t just talk at people, we got them talking with us.