Case Study: Tourism Ireland achieves significant engagement gains on Ireland.com with Outbrain

How Tourism Ireland In Germany Significantly Increased Engagement On Ireland.Com By Shifting From Display To Content Discovery

Tourism Ireland in Germany, the national tourism body promoting Ireland as a holiday destination, faced the challenge of driving traffic to ireland.com and attracting high‑quality users—measured by low bounce, multiple pages per visit and strong dwell time—despite the site not being a sales portal. The team needed a cost‑effective way to increase meaningful engagement rather than just raw clicks.

They shifted from traditional display advertising to content discovery with Outbrain, using personalized and regularly refreshed content to match users’ interests and optimize top performers for wider distribution. The campaign cut bounce rate by 33%, increased pages per session by 67% and lifted dwell time by 335%, substantially reducing cost per non‑bounced session while growing a broad, high‑affinity audience.

Tourism Ireland

Kirsten Donnerstag

Senior Marketing Executive