Case Study: Tourism Northern Ireland drives domestic tourism growth with M&C Saatchi Performance

Tourism Northern Ireland boosts ROAS 300% with M&C Saatchi Performance

Tourism Northern Ireland faced a challenge where intent to book autumn domestic travel dropped by 5% year-on-year. Despite interest in travel, audiences were hesitant to convert due to increased exposure to international options and more value-driven spending. M&C Saatchi Performance was tasked with turning this existing travel interest into confirmed bookings to increase visitor volume and in-market spend.

M&C Saatchi Performance implemented an audience-first digital strategy, using psychographic segmentation to target high-value domestic travelers with tailored creative messaging. Their media approach focused on precise targeting across Google and Meta platforms. This solution drove a 300% increase in combined ROAS, a 111% uplift in Google traffic, and a 36% increase in website visitors, successfully converting intent into measurable business outcomes.

Tourism Northern Ireland