The Challenge
- Hundreds of delegates descending on Ireland.
- 17 fam trips around our beautiful island.
- The biggest industry networking event of the national tourist body of the year.
How to capitalise on all of this for the national tourism organisation using social media?
The Results
#Meitheal2019 was in front of all Irish Twitter users for the entire weekend and for the duration of the conference.
#MakeItIreland was the #1 event on the European CMO and DMC scoreboard.
A bank of professionally produced images and videos were delivered to the client post event, which can be used as evergreen content on their social media throughout the year.
All of this was delivered 39% under the budget total!
Our Strategy
We put together a process so that all of the images and videos captured from the very first guest stepping foot on Irish soil to the last cheerful farewell be disseminated on the appropriate social media platform, in a professional way on behalf of the two teams in Failte Ireland.
Pre-Event Planning
We put together a process so that all of the images and videos captured from the very first guest stepping foot on Irish soil to the last cheerful farewell be disseminated on the appropriate social media platform, in a professional way on behalf of the two teams in Failte Ireland.
Fam Trips
17 fam trips showcasing Ireland for 311 buyers from 12 countries; while Ireland shined, Brightspark made it fly on social. Wherever you were in Ireland that weekend, if you were on Twitter you saw our stuff. WhatsApp was the base into which all the content flowed. Brightspark’s team picked up the assets (video and images) and swiftly dispersed them across Twitter and Instagram.
We introduced Instagram Stories for the first time, and all of our work from the weekend is saved forever in the form of highlights on the Meet in Ireland Instagram profile (see below):
While everyone travelled back to Dublin for the conference, our team were quickly editing the best bits of the fams into 2 x 30 second videos which were playing on the big screens for the delegates’ arrival back to Dublin.
Conference
Two days of conferencing with images and videos dispersed through Twitter and Instagram. Witty banter wherever possible with guests, the Irish tourism industry, and others who picked up on the event which was trending throughout the two days. Managing the stream of content for display on the giant screens.
Afternoon Activity
We sent our videographer to Kildare to capture the fun activity that Meet in Ireland had laid on for its guests. Output included a range of high res images, videos, 360 camera gifs, as well as a host of fun boomerangs.
Related Posts
Top 50 Marketers 2019
I’m delighted to be included in the Top 50 Irish Marketers list again.
Do You Target Northern Ireland On Twitter?
Here’s our workaround for anyone who’s ever needed to target NI on Twitter ads, but failed to do so.
5 Irish Businesses Rocking Instagram
Have a look at some of the early adopter businesses on Instagram. Be inspired to give it a try!
