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Driving international engagement at a local level

Tourism Ireland are responsible for marketing Ireland as a global tourist destination, tourism being one of the key revenue generators for the country, as well as raising its profile as a good place to invest, to enhance its global reputation as the European base for businesses like Google and Apple.

We started working with Tourism Ireland in 2016, initially on a project basis before winning the contract to be the single provider at the beginning of 2017.

The work is varied but all highly creative, with the focus on driving international engagement at a local level, with the core values of Ireland as a brand. They have 5 core target markets and then a further 8 secondary ones. We work with their creative agency Max Media in supporting all the non-English markets with appropriate translation, creative and ad copy.

In order to get the process right and really marry up with their core goals around style and tone, we did a series of test translations and then worked directly with the local markets in agreeing the dedicated team which most closely matched up against their desired style.

This took a few iterations, but the effort was worthwhile in establishing the expectations and also in creating a strong relationship with the teams in country so they felt they could really trust us.

This collaboration was the bedrock for establishing a sustainable pattern for success. This was particularly true around peak times, when there were significant challenges to match up against their campaign launches (with often delayed content release).

The new series of Games of Thrones was one of these key campaigns, with the programs being filmed in Ireland and the international reach of it where these used multiple channels to raise the profile of Ireland. With simultaneous release we tried to maximise the reuse of the authored content, as well as building in a project plan that could manage the contention around the dedicated resources.

In addition, we needed to integrate to their content platform Sitecore, so we could manage the bulk of the requests platform to platform. This was especially important with the number of requests and also the number of different requestors.

To enhance the customer communications, we worked in Basecamp, their preferred platform, which allowed for further context and instructions to be shared, it allowed for the teams to interchange and for us to create different threads for the different projects. It also allowed for queries to be shared quickly with the local teams, and also to keep up the dialogue which was so important in our initial kick off.

All told, the project reinforced the key elements to success in a creative fast moving relationship. Start right, understand what needs to be done, build trust, reward that trust and do everything needed to make things work when the client is up against it. To date, the relationship has grown from success to success, and we look forward to sharing a pint of the black stuff with them all again soon.

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