2011 Bronze Best integrated campaign

Client Tourism Ireland

What is wonderful about this work? Potential visitors know the famous stuff about Ireland, but not what else can be found along the way. We educated our audience interactively with a real-time road trip. We achieved 50,919 web visitors, 23,303 movie views, 11,497 Facebookers and Tweeters and 5,342 brochure requests. Our cost per response (CPR) of £1.63 was a 56% reduction on 2010.

What details of the strategy make this a winning entry? Ireland offers authentic cultural immersion (driven by interaction with locals and the surroundings) in abundance. Our audience knew some of Ireland's cultural icons but couldn't envisage these in an immersive holiday. We set out to increase 'intent to travel' by filling the knowledge gap, championing the country's iconic experiences (striding across the Giant's Causeway, wandering the streets of Dublin, taking part in a rip-roaring ceilidh) and a plethora of hidden gems. By integrating communications, we created an array of engaging media touch points.

How did creativity bring the strategy to life? To engage, entertain and educate, we sent a real couple on an interactive journey controlled by the audience. The road trip began with a flight to Belfast. Through Facebook, Twitter and Tourism Ireland's website, the audience suggested destinations and offered recommendations, with daily polls to choose the next day's activity. Everything we produced (emails, banners, advertorials, Facebook ads, tweets) encouraged people to get involved, view the films and photos, vote on the polls, request a free road trip guide, find a great Irish offer or enter a compelling competition. Every day, Nick and Sam posted on Facebook, tweeted prolifically, filmed three movies (edited and uploaded every evening) and took dozens of photographs. After seven days, Nick and Sam flew back; we created a new film showcasing the highlights and invited the audience to take a trip of their own. Within 48 hours of their return, we sent emails and placed six-page inserts in the travel press.

Results As Tourism Ireland doesn't sell holidays, we were set challenging KPIs to determine success, based on engagement, reach and intent. All were surpassed. 50,919 people visited the campaign page and 11,497 used social media. Nick and Sam uploaded more than 20 films, which have been viewed 23,303 times. 19,531 competition entrants aimed to win a road trip of their own. Facebook 'Likes' were up 1,015%, comments were up 816% and Discover Ireland Facebook active users were up 230%. 5,432 road trip guides were requested or downloaded. Average CPR was £1.63 - a 56% reduction on 2010. Road trip inserts produced a 275% uplift compared to 2009 and 2010.

Team Richard Norton, Darren Mower, Ian Bates, Catrina Law, Siyana Hirani, Cathy Grant, Damien Bouyou, Lynsey Menzies, Adrian Hart, David Jones.

Other contributors Georgie Power - Digital production, James Reed - Editor.