Case Study: Fáilte Ireland drives domestic tourism recovery with Wilson Hartnell

Fáilte Ireland lifts domestic break intent to 59% with Wilson Hartnell

Fáilte Ireland, the national tourism development authority, faced the challenge of supporting Ireland's tourism industry during the COVID-19 pandemic. The goal was to reassure the public that domestic travel was safe and to drive bookings for short breaks, countering a significant drop in travel intentions. The agency Wilson Hartnell was engaged to develop and execute a marketing campaign to address this challenge.

Wilson Hartnell created the "Make a Break For It" campaign, a multi-layered strategy that utilized real-life storytelling through a robust influencer program with 17 high-profile ambassadors. The solution combined media relations, social media content, and innovative elements like a Spotify playlist and a TikTok campaign to inspire and reassure the public. The campaign was highly successful, increasing intention to take a break from 42% to 59% and raising domestic overnight occupancy rates to 74%. It achieved a total reach of 9.7 million and drove a 46% increase in traffic to the Fáilte Ireland website.

Fáilte Ireland