Tourism Ireland is responsible for marketing the island of Ireland overseas as a destination for conferences and meetings.
Campaign
In order to add increased noise and excitement around Tourism Ireland’s presence at EIBTM and leave visitors with an additional taste of Ireland, The Green Invasion was developed as an evening event. An eye catching creative theme was developed to capture the attention of visitors, partners, stakeholders and the media.
Objectives
- Add increased interest to Tourism Ireland during EIBTM
- Develop an eye catching event concept with which to tease the media and create a supporting creative campaign
- Develop a creative campaign which captures the Irish ‘craic’ and imagination of the corporate market as well as sits alongside current Tourism Ireland branding
- Source a venue in central Barcelona with an Irish feel for up to 100 guests
- Co-ordinate all press activity around and at the show
Strategy and tactics
Alongside a widespread PR campaign around EIBTM, Davies Tanner developed a creative campaign to both promote the event and raise awareness of Tourism Ireland. It included a series of three teaser HTML emails to generate interest and capture the imagination of visitors to EIBTM. These were focussed around a green space invaders theme and directed people to an animated ‘Green Invasion’ microsite – www.thegreeninvasion.com. Once on the site, people could register their interest in attending the event and were invited to visit the Tourism Ireland stand to collect their special entry green USB wristbands. Davies Tanner also created a flyer to hand out with the USB wristbands at EIBTM to continue to generate interest and raise awareness.
Results
- Widespread media exposure
- Distributed the awareness raising HTMLs to a select number of contacts supplied by Tourism Ireland, key national and international stakeholders and all trade press
- Generated a buzz at EIBTM about Tourism Ireland and the ‘Green Invasion’
- Over 100 attendees at the ‘Green Invasion’
