Case Study: Tourism Northern Ireland boosts Open Championship tourism momentum with Jago Communications

Tourism Northern Ireland drives 100,000 video views with Jago

The customer, Tourism Northern Ireland, faced the challenge of building tourism momentum and civic pride as it prepared to host The 148th Open Championship. To meet this challenge, they engaged the vendor Jago to implement a comprehensive communications and PR strategy.

Jago proposed and delivered 'The Epic Journey to The 148th Open,' a multi-location roadshow campaign backed by a national PR effort. This included a high-profile launch event, a commissioned short film, and a digital sculpture of local golfing legends. The campaign achieved over 150 media coverages, trended on social media, and contributed to the tournament becoming the quickest selling on record. It ultimately delivered over £100 million in economic benefit to Northern Ireland.

Tourism Northern Ireland