Bua Marketing’s video campaign for Sligo Tourism has been awarded a bronze medal at the Irish Social Media Awards.
We have been working with Sligo Tourism for over eighteen months and in that period we commissioned three videos to promote Sligo as a destination.
The award is just the proverbial icing on the cake of what has been a hugely successful campaign in terms of positioning Sligo as a premier destination for families, adventure seekers, culture vultures and those seeking an escape to nature.
Importance of Video for Destination Marketing Campaigns
Destination marketing requires a clear strategy; your key messages have to be delivered in a way that will resonate with the emotional need-states of your customer segments.
Video is an obvious way to deliver a virtual experience of a destination, but done poorly or even in an average way is a waste of time, resource and budget. It just adds to the noise of an already busy digital marketplace.
With these videos for Sligo Tourism, we were delighted to work with the extremely talented Oliver Hegarty of Islander Visual. Our goal was to create pieces that delivered an emotional and factual experience about the destination. Our key role, in the development of the three videos below and corresponding campaigns, was to showcase the ‘magic’ of Sligo as an untapped tourist destination.
Great Escape to Sligo:
- Video launched in September 2019. The ‘Great Escape to Sligo’ campaign had a social media reach of >240,000 viewers for #SligoStories content and >110,000 views of the Escape to Sligo video across YouTube and social channels.
Family Adventures in Sligo:
- The Family video had > 122,000 views and the campaign achieved significant features and mentions across Irish and UK media, as well as a significant feature in The National Geographic magazine in April.
Sligo Is Open COVID Campaign :
- Video Views: 112k
- Traffic to the website: 18% year on year growth in unique users (24,324 vs. 20,672)
- Reach of #sligoisopen hashtag: 400,000
- Increase in social channel followings: 20.5% average across all social media
- Sligo’s tourist industry was booked up with domestic stay-cationers for two summer months of July and August 2020. The video has been cited as a key tool to achieve this.
Read more on our work with Sligo Tourism here.