Today we launch a new destination marketing campaign for Sligo Tourism targeting the domestic tourism market for summer/autumn 2020.
Impact of COVID-19 on Irish Tourism
The last three to four months have left us with an uncertainty of how to live a bigger life in the realities of a Covid19 world. As a result, intent for holidays has been shaken but the desire still remains high.
According to Fáilte Ireland’s latest consumer sentiment research, 57% of Irish people are now planning a short trip in Ireland in the next six months. However, safety is a significant concern for people, with visible safety measures and social distancing emerging as strong themes.
Sligo Is Open Campaign
As the country begins to reopen, our brief from Sligo Tourism was to create a campaign to inspire and inform the nation of the many ways that a domestic holiday in Sligo can safely answer the need to escape, to reconnect, to re-discover living more fully again.
The ‘Sligo Is Open’ campaign informs Irish audiences that Sligo as a tourist destination for summer/autumn 2020 is open and welcoming to visitors.
It is also a play on the consumer sentiment of exploration, reassurance and safety needed by tourists this year; they want large open spaces, not densely visited tourism sites.
We also ensured the messaging of the campaign aligned with the new ‘Make a Break For It‘ multi-channel 2.5m campaign, recently launched by Failte Ireland.
The ‘Sligo Is Open’ campaign includes video, social, email marketing and outreach.
The measurement will be in an increase in bookings directly with accommodation providers but also via the conversions from the Offers Section on the Sligo Tourism website.
Failte Ireland Destination Marketing Resources
We also recently collaborated with Fáilte Ireland on content for their Destination Marketing training suite of supports so if you’re a tourism organisation or business and keen to leverage the benefits of destination marketing, there are some great resources there.
One of the key elements of Destination Marketing that all destinations need to consider is ensuring community buy-in. Ensuring community stakeholders are consulted as destination campaigns are agreed is imperative to the success of the campaign.
For more on the Sligo Tourism campaign visit sligotourism.ie or follow #sligoisopen