1. Croke Park
International Marketing Campaign
Agency: DMA
anpost.ie/mailmedia

2. International Marketing Campaign
The Challenge
DMA believed Croke Park on a Championship Sunday was an
experience no tourist should miss so they approached Croke Park
with a programme to help sell unsold Championship tickets to
tourists.

3. International Marketing Campaign
The Target Market
DMA targeted the top 850 International Tour operators that sell
Ireland as part of their portfolio.

4. International Marketing Campaign
The Thinking
The concept was based on ‘Sell our Sights, then Sell Our Soul’.
A Direct Mail campaign was sent to Tour Operators to elevate the thrill
of our national games.
Tour operators were pointed to our E-Commerce site,
crokeparktickets.ie to purchase tickets.

5. International Marketing Campaign
The Thinking
A multi structured Social Media Programme split across Facebook and
Twitter was developed targeting different tourist profiles to encourage
uptake.
A 30 second TV ad was developed for Setanta UK along with Banner
Ads on popular inbound tourist sites and posters in tourism offices.

7. International Marketing Campaign
The Results
Sales came directly from all over the world, introducing tourists from
India, Asia, Eastern Europe and particularly the States to the game.
Fantastic feedback (see quotes on the site).
850 Inbound tour operators contacted (International DM) resulting in a
series of international group booking and a very exciting channel for
Croke Park in 2012.
Facebook, Google ( CPC and SEO) and Visit Dublin.ie where the most
successful conducts for site traffic.

8. International Marketing Campaign
The Results
1,000s of visits everyday during the Season, with a conversation rate
which almost doubled as the season went on and word of mouth, visit
feedback grew.
Lots more to come in 2012, very excited about the ongoing ‘experience’
attraction that is Croke Park.

9. Talk to us
sign up @ anpost.ie/mailmedia
We’re the
Direct Mail Experts
@MailMediaUnit