Digital-First Domestic Tourism Strategy

A proposed digital-first strategy to encourage 18–45s to take more short breaks and day trips in Ireland.

Context

MSc Digital Marketing group project at UCD Michael Smurfit Graduate Business School (2022), answering a live brief from Fáilte Ireland, the national tourism authority, building on its “Keep Discovering” campaign.

Objective

Increase the intent of 18–45s across the island of Ireland to take short breaks and day trips throughout the Republic of Ireland from 22% to 32% over 12 months, while growing reach and engagement in Discover Ireland's online community.

My contribution

As one of a six-person team, I worked on market analysis, primary research and the strategy itself, turning research insights into the campaigns and channel plan we presented to Fáilte Ireland.

Approach

— Market analysis: Five Forces, PESTLE, the 5 C's and emerging trends like user-generated content, glamping, ecotourism and staycations
— Primary research: netnography, 14 in-depth interviews, an online focus group and a survey with 277 participants
— Two key insights: people return to familiar places for nostalgia, and value Ireland's welcoming sense of home to strengthen bonds
— Four strategic pillars: content strategy (video, UGC, paid), social media (TikTok, YouTube), mobile marketing (YouTube and in-app ads) and display advertising
— Always-on plan with campaigns in every quarter of the year

Outcomes & learnings

Target · proposed, not achieved

Proposed objective: lift short-break and day-trip intent among 18–45s from 22% to 32% over 12 months. This was a target set in the strategy, not a measured result.

Outcome

Delivered a full digital strategy report and final presentation to Fáilte Ireland, with an always-on campaign plan covering every quarter of the year.

Next project

“Your World. Within Reach.” Confidence Campaign →