Fáilte wanted to encourage Irish people to take an extra break in Ireland.
To do this, we needed to inspire and excite our audience about holidaying in Ireland and to showcase what was unique and exciting about it. Fáilte embarked on research that identified ‘types’ amongst their target market - each with unique motivations and desires when it came to holidaying. With the insights on their behaviours, we fashioned a campaign that communicated under a central core theme but had the capability to be customised to speak our3 key demographics: ‘Connected Families’ / ‘Indulgent romantics’ /‘Footloose socialisers’
Through highly targeted direct communications, our job was to show three distinct audiences how they could squeeze more experiences, more locations, more memories, more time with friends - in short, more living - in to their year by holidaying in Ireland.
The #ThisisLiving campaign adapts to connect with each audience.
Through highly targeted direct communications, our job was to show three distinct audiences how they could squeeze more experiences, more locations, more memories, more time with friends - in short, more living - in to their year by holidaying in Ireland. #ThisisLIVING spoke to each target group individually, what ever there interpretation of ‘Living’ was. It is a malleable phrase that can be fashioned to talk directly to each segment.
The #Thisis… phrase allowed each segment access the holiday inspiration that was right for them. #ThisisROMANTIC produces ideas for couples. #ThisisADVENTURE gives groups the inspiration for an activity break and #ThisisFAMILYTIME offers families a multitude of suggestion. This was a fully integrated campaign with a connected and co-ordinated message was delivered through all our channels. Providing our ‘Connected Families’, ‘Indulgent romantics’ and ‘Footloose socialisers’ with information that would inspire them and was tailored to each of their motivations ensured they felt more connected to the campaign.
Through the added relevancy of segmented audience targeting, the campaign achieved excellent returns on awareness and conversion.
By November 2014, 69% of adults in Ireland were aware of the campaign. 53% of those (which equates to 1.3m people) were prompted to take some action towards taking a holiday in Ireland as a direct result of campaign.
All our digital executions have performed well beyond their anticipated KPIs, with a CTR throughout our display campaigns at 1.64%, more than double that achieved in 2013. Since the launch of #This is Living our Facebook fans have increased by 49% and our Twitter followers have increased by 77%
However, the real result of this campaign is in showing that when there are a number of target audiences, digital media is key to enabling effective and contextually relevant communications that will resonate with each audience.