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.

What details of the strategy make this a winning entry?

Focusing on the disconnected nature of a holiday in rural Ireland pushed thousands of potential holidaymakers from the interest to intent stage, at a time when traveller's budgets are shrinking and fewer trips are being made. Local history and culture is the second highest reason for choosing a destination and is the most rapidly growing sector of the tourism industry. This work highlighted the wealth of rich and iconic experiences on offer. The other priority for prospects is the chance to disconnect from everyday life while on holiday. The industry is reacting to this trend, with many destinations promoting themselves as disconnected. With its gorgeous rural landscapes, geographic separation from the UK and low population density, Ireland has a legitimate claim to be a leader in this trend.

How did creativity bring the strategy to life?