Ireland’s Tourism Promotion – €7m Investment on Influencers
Tourism Ireland, the agency responsible for Ireland’s tourism promotion, has announced a significant investment of up to €7.35 million in leveraging social media and influencer marketing strategies. This move reflects the evolving landscape of travel bookings and research, with online channels emerging as the primary avenues for holiday planning.
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Contracts Signed for Social Media Management and Influencer Services for Ireland’s Tourism Promotion
The agency has entered contracts with two companies to handle various aspects of its online presence. The job of putting Tourism Ireland’s social media strategy into practice on sites including Facebook, Instagram, Twitter, Pinterest, YouTube, and TikTok has fallen to Thinkhouse. Meanwhile, Metaverse Mod Squad UK Limited, based in Derry, will manage and engage with Tourism Ireland’s global community through diverse channels.
Scope of Services
Thinkhouse’s responsibilities encompass not only social media management but also the sourcing or creation of video and other content assets. These assets are intended for regular posting on Tourism Ireland’s social channels, reaching a following of six million people worldwide. The spokesperson emphasised how interactions with these posts amplify content to audiences numbering in the hundreds of millions, showcasing Ireland’s attractions consistently throughout the year.
The responsibilities of Metaverse Mod Squad include community administration, content control, and digital customer support. Operating in six languages across 14 markets, the company handles a substantial volume of interactions, including social media engagement, direct messages, and emails.
Contract Details
The contracts awarded to Thinkhouse and Metaverse Mod Squad were valued at €2.1 million and €5.25 million, respectively, spanning a maximum of seven years. These figures represent the upper limits of expenditure authorised by Tourism Ireland for these specific services.
Importance of Internet Presence
A Tourism Ireland spokesman emphasised the value of internet marketing by pointing out that social media is the primary source of inspiration for travel for almost 75% of foreign visitors. With overseas tourism contributing an estimated €6 billion in revenue annually to Ireland, maintaining a robust online presence is crucial for attracting and retaining visitors.
Final Thoughts
The investment in social media management and influencer services reflects Tourism Ireland’s commitment to adapting to changing consumer behaviour and leveraging digital platforms to showcase Ireland’s tourism offerings. Partnering with experienced firms like Thinkhouse and Metaverse Mod Squad, the agency aims to enhance its global reach and engagement, ultimately driving tourism growth for the island of Ireland.
