Case Study: Pick Tourism achieves 20% increase in enquiries and 114% longer site visits with Episerver

Failte Ireland’s Pick Tourism web recruitment campaign

Failte Ireland launched Pick Tourism, a web-based recruitment and education campaign developed with Biznet IIS to tackle a persistent industry problem: young people seeing tourism jobs as temporary “stop-gap” work. The goal was to change perceptions and drive interest in tourism and hospitality careers by reaching teenagers where they spend time online and supporting the effort with targeted offline advertising.

The solution used a Web 2.0 approach—an Episerver CMS-driven campaign website (picktourism.ie), social networking profiles and a widget/game tailored to Bebo/MySpace users, plus competitions to collect permission-based leads for segmented follow-up. Within two months enquiries rose 20%, average visit duration increased by 114%, focus groups reported strong positive feedback, and the campaign generated a qualified contact list for ongoing digital marketing.

Pick Tourism