Tourism Ireland: Out of Office

Tourism Ireland used a direct email campaign to drive interest, awareness and intent for holidays within Ireland.

Tourism Ireland: Out of Office

Indicia

The team

Siyana Hirani, Natalie Ryan, Geraldine Sheriff, Lindsey Menzies, Ian Bates, Ben Whitely, Nick Barthram, Carrie Barrett, David Jones, Mike Taylor, Sian Norris.

How did the campaign make a difference?

A disruptive out of office email capitalised on the joy of being off work, helping establish Ireland as the ideal destination for an immersive, relaxing holiday packed with authentic and iconic activities. It generated 12,364 unique landing page hits, 22,790 competition page hits and 20,498 entries. A cold email open rate of 12.8% compares to the industry average of 14.5% for warm emails....

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