Tourism Ireland aims to increase tourism to Ireland from international markets like the US. While visitor numbers have increased, Ireland receives far fewer visitors annually than competitors like Spain and Italy. American millennials represent an important target market as their numbers and travel are increasing. However, millennials have unique preferences, seeking authentic cultural experiences, good food, opportunities for socialization and user-generated reviews influence their decisions. Tourism Ireland should develop a marketing strategy specifically targeting millennials online and on social media to attract more young American travelers to Ireland.

1. Eat, Post, Live
A Strategy for Tourism Ireland
Presented by Celia Burns

2. Tourism Ireland is one of the two tourism boards dedicated to increasing tourism in
Ireland (Department of Transport, Tourism, and Sport, n.d.). Tourism Ireland focuses on
international visitors, and the United States is a high-priority market that they advertise to
(Tourism Ireland, n.d.). Americans who travel internationally most commonly stay close to
home, visiting Mexico, Canada, and the Dominican Republic most frequently (Stabile, 2014.)
When American tourists do travel to Europe, they are more likely to visit France, Italy, Spain,
and even the United Kingdom than they are Ireland (Stabile, 2014). Tourism Ireland is
responsible for persuading the American travelers to choose Ireland over any other international
destination.
As one of the world’s largest economic industries, tourism is an important sector of any
economy (Lewis, 2015). In 2012, international travelers spent $1 trillion dollars, contributing
large amounts of money into various local economies (Bonham & Mak, 2014). This $1 trillion
funded about nine percent for the gross domestic product for the whole world (Bonham & Mak,
2014). Of those international travelers, the so-called millennial generation makes up 20% (Mohn,
2014). The millennials are people who are currently between the ages of 21-35 years old
(DeVaney, 2015). This is a generation filled with early technological adapters, idealists,
multitaskers, and adventure seekers (DeVaney, 2015).
The following is a communications strategic plan for the tourism board, Tourism Ireland,
designed to attract American millennial travelers. Research on tourism in Ireland, successful
marketing techniques, millennial preferences, and interviews with millennial travelers provide
the foundation along with an analysis on Tourism Ireland for the strategies suggested.

3. Ireland is a small, but beautiful destination with a variety of experiences available to
visitors. Tourism is an important sector of Ireland’s economy, and creates over 200,000 jobs for
Irish people (Department of Transport, Tourism, and Sport, n.d.). To support and develop that
sector of the economy, two tourism agencies focus on making Ireland a desirable destination;
Failte Ireland and Tourism Ireland organize and execute campaigns that attract visitors to
Ireland. While Failte Ireland focuses on promoting domestic vacations and tourism, Tourism
Ireland reaches overseas with its campaigns to attract international visitors (Department of
Transport, Tourism, and Sport, n.d.).
Tourism Ireland was established in 1998 with the intention to increase tourism to the
entire island of Ireland, including Northern Ireland (Tourism Ireland, n.d.). Tourism Ireland
operates with sponsorships from the North South Ministerial Council through the Department of
Enterprise, Trade and Investment in Northern Ireland and the Department of Transport, Tourism
and Sport in the Republic of Ireland (Tourism Ireland, n.d.). Tourism Ireland executes
campaigns in 23 markets across the world, including America. Tourism Ireland implements
campaigns through multiple outlets like television, print, and online, including several websites
like Ireland.com in up to ten different languages (Tourism Ireland, n.d.). Tourism Ireland
prioritizes the markets in Great Britain, Germany, France, and the United States, but has no
prioritization or segmentation for age groups (Tourism Ireland, n.d.).

4. As Tourism Ireland focuses on marketing the island of Ireland as a tourism destination
for anyone outside of Ireland, a focus on attracting millennials could increase the impact tourism
has on the Irish economy. In 2015, Ireland saw a record number of international tourists with 7.9
million people visiting the country (Tourism Ireland, 2015). While this is a notable achievement,
the number seems insignificant when compared to countries like Spain and Italy who reached
68.2 million and 50.73 million visitors, respectively (Statista, 2016). Ireland was visited by 10%
of all American visitors who travelled to Europe in 2015, but to be competitive with the
European countries that dominate the international tourism sector, Tourism Ireland must evaluate
how they are successful currently, and ways to be successful in the future (Tourism Ireland,
2015).
Tourism Ireland is largely responsible for the record high number of international visitors
in 2015 through branding and campaigning the west coast of the island as a road trip to rival all
road trips called the Wild Atlantic Way, increasing the ways and places potential visitors can
learn about Ireland, and by capitalizing on all the times Ireland has made international news
(Tourism Ireland, 2015). The Wild Atlantic Way, Ireland’s Ancient East, and Love Dublin are
three large and ongoing campaigns promoted by Tourism Ireland that each highlight the
attractions different Irish regions have to offer (Tourism Ireland, 2015). Tourism Ireland
recognizes the United States as a top provider of tourists, and has distinct marketing strategies
for North America, Mainland Europe, Great Britain, and Australia (Tourism Ireland, n.d.).
However, Tourism Ireland does not currently have a strategy that targets age groups the way it
does geographical regions. The differences between how millennials should be marketed towards

5. versus how the older generations should be marketed towards is as severe as the differences
between geographical regions.
Strengths Weaknesses
Visibility: Ireland’s landscape has been
featured in two pop culture phenomena –
Game of Thrones and Star Wars: The Force
Awakens. Tourism Ireland has capitalized on
those features to increase tourism.
Web presence: Tourism Ireland is
represented on Facebook, Twitter, Youtube,
Instagram, and Pinterest, most of which are
market or region specific for international
audiences.
Seasonal visits: Most Americans who visit
Ireland only do so during the summer (Daly,
2015).
Reputation: Ireland as a whole has a
reputation as being calm and sometimes
boring while the capital city, Dublin, has a
reputation as being generally overpriced.
General communications: Campaigns that
are aimed at the United States are broad and
not specifically designed to attract any
segmentation more specific than “American.”
Opportunities Threats
Embrace the different: 86% of millennial
travelers seek to experience a new culture,
and Ireland’s unique history and
“differentness” should be shared (Price,
2016).
Reward the traveler: Millennial travelers
seek instant gratification and rewards, loyalty
programs or apps that feature gamification
fulfill this desire.
Demonstrate affordability: While Millennial
travelers are happy to spend their money on
traveling, they aim to do so wisely and
frugally.
Competition: Neighboring countries France,
Spain, Italy draw the largest amounts of
international travelers.
Cost: Visiting Ireland is more expensive than
visiting the United Kingdom and other similar
countries (Deegan, 2016).
Safety: No end in sight for terrorism attacks
in Europe makes international travel seem
high-risk, therefore decreasing the number of
travelers who want to visit overseas countries
(Glaser, 2015).

6. American millennials are an important demographic for Tourism Ireland for many
reasons, fist being their size. There are more Millennials in America than there are Baby
Boomers, or any other generational cohort (Fry, 2016). Compound sheer volume with the
increased propensity for international travel, and the result is an audience any tourism agency
would want to captivate.
The number of millennial travelers is expected to more than double from 20%, and by the
year 2020, it is predicted that the amount of millennial travelers will increase by 47% from 2013
(Mohn, 2014). Despite the fact that millennials have a reputation of being underemployed or
low-income, they spend the second-most amount of money while on vacations (Kressman,
2016). Millennials are not spending much money in their day-to-day lives so that they can spend
more on travel and experiences (Kressman, 2016). Around 34% of American millennials live
with their parents either rent free, or at a very low cost (Goldman Sachs, 2014). This statistic
however is not necessarily indicative of the millennial generation not having the financial ability
to travel, as 38% of American millennials have traveled internationally in the last year, which is
the largest percentage of any other American age group (Ali, 2014).
Destinations are not chosen randomly by millennial travelers, a lot of research is
performed before any decisions are made (Chesnut, 2014). The extensive research a millennial
traveler performs before planning a trip heightens the need for a strong destination brand that
will be able to withstand the deep digging a researching millennial will complete (Chesnut, 2014;
Almquist & Roberts, 2000). While millennial travelers spend a significant amount of money
while traveling, it is calculated and not indiscriminate (Kressman, 2016).

7. Millennials travel with purpose, they seek out specific experiences when they travel over
leisure and rest (Williams, 2015). Millennials are heavily influenced by pop culture and seek to
replicate popular or exciting vacations for themselves (Williams, 2015). Millennials also love to
socialize, and seek destinations where they can either travel with friends, or meet new friends
easily (Chesnut, 2014). The reputation Ireland has of being boring is also an obstacle to
overcome, because millennials travel to experience something unique, exciting, or even thrilling
(Chesnut, 2014).
Culture is another significant driver of millennial travel. Millennials who travel chose to
spend their money on experiences rather than souvenirs or other material items (Clark, 2016).
Millennials crave an experience they view as an authentic representation of a new and different
culture (Clark, 2016). They are less likely to pick a destination that feels to familiar or similar to
their home country because they hope to learn something new while embracing a different
culture (Clark, 2016).
Along with culture, food and beverage are important deciding factors to North American
millennial travelers (Ruppenstein, 2016). Every tourist has to eat while traveling, but millennials
prioritize eating while traveling (Ruppenstein, 2016). Millennials are more likely to stay longer
in a location where they can get a variety of high quality food (Ruppenstein, 2016). Millennials
also see food as an integral part of a destination’s culture, doubling the importance in the eyes of
young travelers (Ruppenstein, 2016). When looking to book a trip, millennials are not looking
for a food experience that is standard or generic experience, they are looking for something
special and unique to their destination, much like they are with their activities as well
(Ruppenstein, 2016).

8. Millennials who are willing and able to travel do not necessarily wait for a friend or
family member to also be ready to take a trip along with them. Approximately 37% of
millennials travel solo to a destination, but do not always remain solo (Clark, 2016). The need to
socialize that is so engrained in millennials that makes group tours extremely popular among
solo millennial travelers as a way to stay safe and meet many people with whom to enjoy the
experiences with (Clark, 2016). It is crucial for a destination that wants to attract millennials to
be able to not only offer what Millennials desire, but to be able to market and promote their
offerings well.
Destination branding is crucial in a world that is competing for the same money from the
same tourists (Pike & Page, 2014). Successful branding communicates the target audience’s
needs (Baker & Cameron 2008). For millennials, their needs are very specific. Millennials are
different than their generational predecessors in almost every way and therefore cannot be
marketed to in the same way as their parents or grandparents (DeVaney, 2015). As an example,
when choosing a destination, 28% of millennials are more likely to desire an active nightlife
(Williams, 2015). Millennials value uniqueness, and prefer to choose destinations that believe
will be seen as different than their peers’ destinations (Collins, 2015). Millennials get more
satisfaction out of a trip that feels unique and memorable (MDG Advertising, n.d.). Millennial
travelers tend to avoid generic or overpopulated areas or accommodation, opting for instead
small towns and home sharing opportunities (MDG Advertising, n.d.). If these desires can be
addressed in through destination branding, a millennial is more likely to be influenced. A
successful campaign will be specific in emphasizing Ireland’s ability to meet these needs.
However, it is important to make sure the millennials see the target branding, therefore

9. destination branding needs to be found in the same place millennials can be found – online
(Lane, 2016).
More than advertisements and promotion campaigns, millennials trust other millennials
(Price, 2016). Brands who allow user generated content to shine on their social media are more
likely to impress millennials, especially since 82% of American millennials look at Facebook
everyday (Duggan, 2015). Millennials put greater trust into the opinions of their peers, frequently
consulting crowd-sourced review sites before booking any vacations (MDG Advertising, n.d.).
Millennials are more likely to trust the opinion of someone who has already visited a destination
than they are to trust advertising or overt branding from the destination itself (Chesnut, 2014).
Millennials can find reviews, price comparisons, and overall inspiration quickly and easily from
their smartphones, so any millennial-targeted messaging should also be able to be accessed from
a smartphone (MDG Advertising, n.d.).
Millennials are notoriously frequently online digitally involved (Kilian, Hennigs, &
Langner, 2012). According to the American Press Institute (2015), millennials use social media
platforms for news, entertainment, content sharing, and even fact checking. The regularity which
millennials view social media daily provides a unique branding opportunity. Repeated exposure
to a brand increases awareness and positive attitude of a brand (Topolinski, Zürn & Schneider,
2015). Millennials reportedly check their smartphones 43 times a day, and 98% of millennials
report checking at least one social media platform a day (American Press Institute, 2015; Boris,
2014). Having a strong brand presence on social media would therefore allow for the repeated
exposure needed to increase positive opinions on a brand or destination by millennials
(American Press Institute, 2015; Boris, 2014; Topolinski, Zürn & Schneider, 2015).

10. A solid brand is built through interaction, and nothing allows for brand/consumer
interaction like social media (Almquist & Roberts, 2000). Positive customer experiences lead to
“word-of-mouth buzz” that generates more excitement and trust than a traditional advertisement
(Almquist & Roberts, 2000). Social media allows a destination brand to provide a customer,
former or potential, a positive experience without having to ever once meet the customer face-to-
face (Almquist & Roberts, 2000). Social media allows for tourists to advocate and advertise on
behalf of a destination at no cost, if they like the destination enough to do so (Almquist &
Roberts, 2000).
Social media is a huge part of the average millennial’s lifestyle, and that does not change
when millennials travel (Friedman, 2016; Lane, 2016). About 75% of millennials book their own
travel, and 30% of them book through their smartphones (Lane, 2016; Fung, 2015). Millennials
are using their smartphones for the decision making process that leads up to booking travel as
well (Friedman, 2016). This makes the mobile experience for potential visitors crucial, it must be
attractive, comprehensive, and smooth. More so than any other age group, millennials value
brand perception, and the number one way they interpret brand is through social media
(Friedman, 2016). Not only is social media a top resource for choosing where to travel, their
investment in it travels with them (Lane, 2016). Typically, 90% of millennials update their
personal social media while traveling, and over half do so multiple times a week while traveling
(Lane, 2016). A total of 42% of millennial Facebook posts are travel stories, so not only is it
important to appeal to them before their trip, it is important to continue to do so while they are in
Ireland (MDG Advertising, n.d.).

11. To understand specific desires that drive American millennial travelers to choose
international destinations, interviews were conducted with three target publics. The interviewees
was one male: a 25 year old Caucasian American, and two females: 29 year old Latina American
and a 22 year old Caucasian American. All participants had travelled internationally before and
had concrete plans to travel internationally again within the next 12 months. None of the
participants had visited Ireland before and none of the participants had plans to visit Ireland. The
millennials were asked questions about their travel history, preferences, and goals. Of the three
participants, two had plans to visit a European country, and one had plans to visit an Asian
country. When asked about the reasons they chose the destinations that they had, the two most
repeated themes were culture and food.
The male respondent’s next international trip that he has planned is to Germany in
February, 2017. He named German culture as something that fascinated him, partially because of
his ancestry. While he could not trace his German heritage back to a specific family member, he
said that growing up, the fact that they were a German family was always just something that
was said or understood to be true and he wanted to learn more about what that meant. The
participant timed his trip so that he will be in Germany during “Fasching,” which is a multi-day
festival and carnival-like celebration that leads up to Ash Wednesday, or “the German Mardi
Gras,” as the respondent put it. The participant identified as non-religious, but did intentionally
coordinate his trip to be in Germany for this religious festival for the sake of excitement. “The

12. pictures I’ve seen from Fasching seem too crazy to believe sometimes,” the male respondent said
excitedly when asked to describe Fasching. He was searching for a fun and thrilling experience
in his next trip, and was excited to get to be a part of the crowds and colors.
Female participant 1, the 29 year old Latina American has a trip to China planned for
April, 2017. After talking at length about all she hoped to see and do on her trip, the participant
revealed that she was most excited about seeing The Great Wall and learning more about China’s
history. The respondent is a Social Studies teacher for middle school students and chose China as
her next destination so that she would be more knowledgeable and be able to speak from a place
of experience when she teaches her students about Chinese history and culture. The participant
said many times she was excited to see a new and different culture, but could not articulate what
exactly about the Chinese culture she was hoping to see or experience. While she had visited
Europe before, she said that she was not considering another trip to a different European country
anytime soon. “I want to see and do things that are more different than what I already do at
home. I’m just not interested in another art museum, I want to explore Asia because of how
different it is from the rest of the world” the participant explained as she listed off the Asian
countries she hopes to visit in future vacations. She emphasized that the time and money it takes
to travel internationally would be wasted if she went somewhere that felt too much like home.
The second female respondent, a 22 year old Caucasian American plans to take her
second ever international trip to Italy in June, 2017. The young woman said that visiting Italy has
always been a dream for her, and was excited to finally go after graduating college. The
participant said that there was so much to do in Italy that she plans on being in the country for 3
weeks. Crediting Italy with being the birthplace of the renaissance, the participant expressed
interest in traditions that still ruled Italy today. She said that she expected to see art, architecture,

13. and businesses that were “old and historical.” The participant explained that many of the cities
and towns that were not as “touristy” as Rome still functioned the way they did when they were
first founded in the 16th
century, with heavy focus on community and family. She said that she
expects her time in Italy will be nothing like what she would be doing if she was at home. “There
are so many things that you can only see in Italy, like The David or gondolas,” claimed the
participant when asked why she chose Italy over any other European country.
The three American millennial travelers interviewed all shared a passion for eating, and
they all used the same word to describe what kind of food they were hoping to eat on their trips:
authentic. The male respondent expressed curiosity for locally made German beer and sausage,
the first female respondent was interested to see what “real” Chinese food was like, and the
second female participant said she was positive that the authentic Italian food she would eat
would put everything back in America to shame. All three respondents said that they would not
eat a franchise location that they could find in America such as McDonalds while traveling, and
all three said that a country’s culinary reputation had significant influence on their decision on
whether or not to visit.
None of the three respondents had ever been to Ireland, and none had any plans to do so
in the next year. The 22 year old Caucasian female respondent said she would consider visiting
Ireland in the next 5 years, but that it was not a priority. The other two participants said that they
would consider a trip to Ireland in the next 10 years, but that it was not a priority for them either.

14. Both of the female respondents cited the weather in Ireland as a reason for lacking
interest in visiting the island. The first female participant worried that the frequent, if not
constant, rain would limit the amount of things she could see or do. “I don’t want to be trapped
inside during a vacation, or uncomfortable,” she said about the likelihood of encountering rain on
a trip to Ireland. The second female participant worried that rain could increase the amount of
money she would spend while visiting. “When you don’t have a car, you walk almost
everywhere, but if it was raining I would be more likely to spend money on a cab,” she said.
When asked if they knew whether or not there was a time of year when it is more or less likely to
rain in Ireland, neither of the female participants had an answer. The second female respondent
said, “I think it just kind of rains all year round over there in that area,” referring to Ireland as
well as the United Kingdom.
The male respondent and the first female respondent both said that they were worried
about being bored on a trip to Ireland. Both participants cited specific adventures and events that
they would want attend in other countries before taking the time to visit Ireland. The second
female cited a previous trip to England as a reason not to visit Ireland. “England was pretty low-
key. Not much to do but museums, and it honestly didn’t feel special enough to be worth the
money,” she claimed as she revealed that she assumed Ireland would leave her feeling the same
way. She also thought that Ireland might be a good place for a family vacation, but not for a
group of young friends. The male participant said that if he learned of some unique adventurous
activities that were available in Ireland such as “cliff diving someplace beautiful, zip-lining, or
cave hiking” that he could not do or see anywhere else, he would be more inclined to consider
visiting Ireland. He did admit that he would really like to see both the Jameson and Guinness

15. “factories,” but echoed the opinion of the first female that overall, there was not enough to do in
Ireland to warrant the expense.
The second female participant seemed to have the most knowledge of Ireland’s offerings
but struggled with the idea of getting around in Ireland. “To get from Dublin to Galway, I think I
would have to drive and I don’t usually drive or rent cars when I travel internationally,” she said
before asking if in Ireland cars drove on the left or right side of the road. When she learned that
the Irish people drive on the left, she let out a long sigh before deciding, “They’d have to have a
really easy and great public transportation option” for her to consider planning a trip to Ireland.
Overall, the three respondents seemed underwhelmed by the idea of visiting Ireland, but
none of them seemed completely against the idea of visiting it someday. The biggest problem
Ireland has when it comes to attracting American millennials is a lack of publicized adventures
and excitement that is available to tourists.

16. Situation:
Tourism Ireland aims to become a highly desired travel tourism destination for American
millennial travelers.
Objective 1:
Increase awareness of Ireland food culture by 25% by December, 2018.
Target Publics:
Primary public: American millennial travelers who recognize and respect
celebrity chefs, and self-identify as a “foodie.”
Secondary public: American millennial travelers between the ages of 21-30 who
have and use social media as a way of sharing and learning about travel
destinations.
Strategy: Share the indulgent foods of the Irish lifestyle in a way that creates unique
cravings that can only be satisfied in Ireland.
Tactics:
 Create a new Instagram account called Irish Eats that both publishes
original images as well as curates images from other Instagram
accounts that feature #IrishEats.
 Arrange for an American celebrity chef do an “account take over” of
the Irish Eats Instagram. The chef should be taken on a food tour of
Ireland where he will be able to talk with local chefs and eat unique or

17. specialized meals while documenting their trip through videos and
stills on the Irish Eats Instagram as well as any of their personal social
media accounts, all using #IrishEats. Time this trip and take over to
end with the chef visiting a popular food festival.
 Invite tastemakers from Tastemade, a video travel and foodie network,
to film an episode of their travel vlog in Ireland, focused on a
traditional Irish cooking lesson.
Objective 2:
Increase visitors to Ireland.com by 20% visitors by December, 2018.
Target Publics:
Primary public: American millennials who identify as
having an Irish background, but cannot or have not traced their heritage to a
specific region or county of Ireland.
Secondary public: American millennials who live in Massachusetts, New York,
and New Jersey who do not know where their ancestors came from.
Secondary public: American millennials who enter online contests and have a
Facebook and/or Twitter.
Strategy: Utilize online resources to trace family lines of American Millennials to
Ireland to create a social media generated sweepstakes.

18. Tactics:
 Partner with ancestry.com to build and execute a microsite accessed
through Ireland.com that is specifically designed to help people check
for Irish heritage. The website should be clean with green accent
colors and free to use. If a connection to Ireland is found in a person’s
search, the option to “Share” the user’s results on either their Facebook
or Twitter will populate. If a user shares the results and uses
#LuckyMe in their post, they will be automatically entered to win 4
free nights at a hotel or bed and breakfast in the Irish city from which
the website says their family came.
 Host #LuckyMe events in Boston, Boston, MA, New York, NY,
Dover, NJ, Atlanta, Ga, Chicago, IL, San Francisco, CA, Seattle, WA,
and Dallas, TX. The events should take place in local millennial
hangouts, and should be executed in partnership with local food trucks,
musicians and artists.
 Invite a popular late night host to attend a #LuckyMe event and
encourage him to find his connection to Ireland.
Objective 3:
Increase the number of American millennial visitors to Ireland’s new Sea Stack Climbing
destinations by 10% by December, 2019.
Target Publics:
Primary public: American millennials who look for excitement on vacations.

19. Secondary public: American millennials who enjoy rock climbing.
Strategy: Leverage well-known adventure bloggers and vloggers to share the exciting
adventurous opportunities in Ireland.
Tactics:
 Create a high-energy compilation video of climbers to be shared on
travel and adventure blogs and websites. Share video with popular
news outlets both online and televised.
 Sponsor athletic competition television shows in the United States,
promoting sea stack climbing specifically through commercials that
utilize footage similar to the viral video.
 Print and distribute high resolution images of the Sea Stacks to be
handed out at gyms and sporting goods stores.
 Use Facebook target messaging to advertise to people who have
“liked” rock climbing, travel, and cliff diving.
Implementation of the strategies and tactics suggested above are designed to be flexible
and simple to execute. The variation of platforms through which the tactics are carried out,
allows for a greater likelihood of reaching a diverse group of millennials.

20. Create a new Instagram account called Irish Eats that both publishes original images as
well as curates images from other Instagram accounts that feature #IrishEats: Social media
is a key component of any strategy aimed at American Millennials. To successfully run a social
media account on behalf of Tourism Ireland, all Instagram, Facebook, and Twitter accounts must
be accessible by more than one person. A team that is aligned with their goals and execution
should be able to access and post to the accounts at any time, should they come across something
worth sharing outside of the scheduled posts. Social media teams should not only take and create
original posts, but begin to curate the posts of other social media accounts to feature. The social
media accounts should also follow other social accounts both small and large to drive awareness
in the new accounts.
When the #IrishEats Instagram account takeover is planned, the following people should
be contacted and invited to participate:
 Alton Brown
 Roi Choi
 Jamie Oliver
 Jessica Rigg
 Jen Balisi
 Corey Marshall
All of these people have large social media followings and are associated with food, either for
cooking or eating.

21. If more than one invitee accepts the invite, schedule their respective account take overs
no closer than six months apart. The images shared should feature well photographed images that
can be found in around the island. Along with the unifying hashtag, the images should include a
description of the image and a link to the source of the image, such as a restaurant, landmark, or
event, when applicable. When possible, food, events, or sights that is locally sourced and unique
to Ireland should be featured.
Partner with ancestry.com to build and execute a microsite accessed through
Ireland.com that is specifically designed to help people check for Irish heritage: The
#LuckyMe Facebook and Twitter contest should run January 30, 2017 through November 30,
2017. The contest’s official rules should be as follows:
1. ENTRY: All entries must be shared from the Tourism Ireland Microsite via
“share” buttons to be eligible.
a. Entry must contain official contest hashtag, #LuckyMe, to be entered to
win.
b. Only one entry per participant, per social media site.
2. ELIGIBILITY: The contest is open to all U.S. Residents age 21 or older.
3. WINNER SELECTION: Winner will be randomly selected via random selection
generator from a pool of posts that contain the contest hashtag, #LuckyMe.
a. Three participants will be chosen to win a prize.
i. Only one “Grand Prize” winner
4. PRIZES:
a. One (1) grand prize winner will win 2 free airline tickets departing from
the international airport closest to the winner’s home address and 4 nights

22. stay at a hotel in the county to which the microsite traced the winner’s
heritage.
i. Flight dates to be determined by Tourism Ireland.
ii. Winner may choose to stay in the determined county, or Ireland,
for longer than 4 days at their own expense.
b. One (1) second place winner will win a Jameson Reserves Trilogy set.
c. One (1) third place winner will win “The Complete Irish Pub Cookbook.”
5. WINNER NOTIFICATION: Winners will be notified via direct message through
their chosen social media platform within 14 days of the selection date, December
1, 2017. Inability to contact a winner within 14 days disqualifies them, and
another winner will be randomly selected.
6. CONDUCT: All contest participants agree to be bound by these official rules.
Tourism Ireland reserves the right to disqualify any participant it believes to be
tampering with the entry process, the operation of its website, or is otherwise in
violation of the aforementioned rules.
Create a high-energy compilation video of climbers to be shared on travel and adventure
blogs and websites. Share video with popular news outlets both online and televised: The
Sea Stack promotional hype video should be made by hiring highly skilled Irish videographers
and should be hired to film an exciting adventure from multiple angles, including drone or aerial
shots. The video should be set to upbeat and fun music. The video should look like a montage of
different tourists having an exciting time at any of Ireland’s Sea Stacks. The video should be
shared on all Tourism Ireland websites and social media accounts. The video should also be sent
to morning shows across the United States in hopes that they will spotlight the viral video. This

23. video should be embedded into a Tourism Ireland web page with a unique URL so that targeted
Facebook ads will lead interested parties directly to a place where the exciting video will auto-
play. The tourism Ireland web page should also include links that direct visitors to reserving a
trip at the Irish Sea Stacks.
Host #LuckyMe events in Boston, MA, New York, NY, Dover, NJ, Atlanta, Ga,
Chicago, IL, San Francisco, CA, Seattle, WA, and Dallas, TX: The tasks involved with
orchestrating a #LuckyMe event include creating booths with live laptops or tablets where
visitors can access and interact with the microsite to enter the #LuckyMe contest should be
available, booths where Irish crafts can be sold, and booths sponsored by airlines where both
their direct and budget friendly flight options to Ireland can be promoted. Promotional items
branded with #LuckyMe should be offered to visitors of the booth. Events should fall on
Saturdays starting as early as March 1, 2017 and as late as October 30, 2017 to capitalize on
pleasant weather, and should include a stage where local musicians and Irish musicians rotate
performing for the crowd. The involved food trucks or vendors should be encouraged or asked to
create a special menu or dish inspired by the event. The event is free to enter but all food and art
is to be sold at the discretion of the vendor. Funding for the event will be supplemented from
sponsorships from airline partners and local businesses.
A press release announcing the events as well as partnerships with local media stations
and newspapers will spread the word of the events. Local morning radio shows that demonstrate
a high percentage of millennial listeners will be engaged and informed of the upcoming event
and given the chance to partner with or advertise at the event. The earned media from t hese
actions will help drive millennial visitors to the events.

24. To ensure that the microsite and corresponding contest are the focal point of the events,
extra precautions should be taken to ensure that power and internet connectivity can be
maintained throughout the event. The booth or tent that will host the live laptops or tablets
should be large and have at least 10 devices with which a visitor can interact with the site to
prevent long wait times. Promotional items such as portable battery chargers, pens with smart
phone stylus tips, and sunglasses should be branded with #LuckyMe and given away to
participants who enter the contest by posting their results to Facebook or Twitter. A prize wheel
should be spun to reveal which prize is won.
A smaller booth that offers a virtual reality experience of Ireland should have a set of at
least 5 virtual reality headsets where hype videos such as the previously mentioned Sea Stack
video and others that that show exciting places in Ireland can be watched to get millennials
excited about all the different things that can be done while visiting Ireland.
The events should be promoted by participating vendors in the weeks leading up to the
events with informative fliers. Past #LuckyMe events will earn coverage by local TV and radio
stations and will share the message of upcoming events.

25. Date
and
Time
Image Caption Rationale
January
1, 2017
– 9am
Happy New Year!
Here in Ireland,
we will be eating
fresh-baked
buttered bread for
good luck and for
year without
hunger. What
New Year food
traditions will
keep you full
today? #IrishEats
#NewYear #yum
#Ireland
This post
promotes not
only food,
but culture
and tradition
as well.
Ending the
post with a
question
drives
engagement
with the
brand when
they
comment
with their
answers.
January
20,
2017 –
2pm
The only thing
better than
warming up with
a cup of coffee is
warming up with
a cup of Irish
Coffee! We think
the best is made
with Jameson
Irish Whiskey,
fresh Irish cream,
and Irish love
right here in
Ireland. Ask Paul
to make you one
fresh
@thestagedoorcaf
e #IrishEats
#Jameson
This image
not only
shares a well-
known Irish
beverage, but
it highlights
another Irish
specialty,
Jameson. The
incorporation
of the barista
shows a
diversity in
Ireland that
many
American
millennials
can relate to.
Choosing to
do this post

26. #Coffee
#Whiskey
in January on
a Friday
increases the
likelihood
that the
image will be
more
tempting.
Februar
y 7,
2017 –
11am
Nothing fuels you
up for a day of
exploration like
an old fashioned
Shepard’s Pie,
served with a pint
of course. Kiss
the Blarney Stone
then come test
your gift of gab at
@LanternHouseP
ub. #IrishEats
#Potato #Blarney
This image
points
viewers to
not only a
specific Irish
restaurant,
but a tourist
destination as
well. The
food looks
tempting and
paired with a
pint of beer
reinforces the
drinking
culture of
Ireland that
entices
millennials.
Februar
y 9,
2017 –
5pm
Are you a fan of
seafood? It
doesn’t get
fresher than this!
Watch the
fishermen bring
in the day’s catch
from the pier at
Howth Harbour
before visiting
any of the
delicious
restaurants who
benefit from the
fishermen’s
labour. Just a
quick train ride
from #Dublin,
Howth offers
Starting this
post with a
question
grabs the
attention of
the viewers.
It is not a
picture of
food, which
breaks what
should be the
norm for this
account, but
shows a
different side
of eating in
Ireland, the
freshness. It
also reaches

27. food with a view
that can’t be
matched.
#IrishEats
out to touch
on Irish
culture by
highlighting
the Irish
fishermen.
Mentioning
its proximity
to an already
popular
destination
helps viewers
to see Howth
and this view
as attainable.
Februar
y 20,
2017 –
7pm
You can’t come
to Ireland without
eating Boxty. A
traditional Irish
potato Pancake
that is kicked up a
notch at
@GallaghersBoxt
yHouse in Dublin.
Try a classic, or
one wrapped
around creamy
chicken, or even
steak! Come try
what Gallagher’s
calls a simple
spud made
beautiful
#IrishEats #Boxty
#Potato #Dublin
This post
introduces
something
that is unique
to Ireland,
that many
Americans
are unaware
of. It
provides a
direct link to
the restaurant
where they
can see more
Boxty images
and learn
more.

28. March
1, 2017
– 3pm
Did you know
some of the
world’s best fish
and chips are
caught, fried, and
eaten along
Ireland’s
@WildAtlanticW
ay? Next time
you’re taking in
the sights of
Ireland’s west
coast, warm up
with a classic dish
that won’t ever
disappoint.
#IrishEats
#FishandChips
#Galway
This post
demonstrates
Ireland as an
alternative to
the places
one might
typically
think of when
they think of
fish and
chips. It also
highlights
and links to a
major tourist
destination’s
Instagram to
double the
impact.
March
11,
2017 –
11am
The weather is
warming up here
in #Ireland, and
the perfect way to
celebrate is with
some
@MurphysIceCre
am! 3 locations in
Ireland, and
they’re all
stocked with
some crazy and
delicious flavors
you won’t find
anywhere else.
Made with
ingredients so
local and so fresh,
even the rain
plays a part! Try
the Dingle Gin ice
cream or a
Rainwater
Honeycomb
sorbet next time
you visit!
#IrishEats
The use of
polished
female hands
personalizes
the ice cream
while still
making it
look
desirable.
Emphasis on
what makes
this ice cream
unique drives
the idea that
one would
have to travel
to Ireland to
get some, and
a substitute
anywhere
else just
won’t do. It
also ends
with an
assumptive
close, leaving
the reader

29. #IceCream
#Dublin
with the idea
that they will
be visiting
Ireland in the
future.
March
17,
2017 –
7am
The best way to
fuel up for
#StPatricksDay is
with a full Irish
traditional
breakfast! We’re
eating ours at the
Lougher Farm
B&B just minutes
away from
Newgrange Tomb
and the original
St. Patrick’s
Church.
#IrishEats
#Breakfast
#IrishBreakfast
A “full Irish
breakfast” is
something
that might
ring a bell to
American
millennials,
but this post
actually
shows
viewers what
that entails. It
gets people
excited for
Ireland’s
biggest
holiday by
alluding to
antics that
will come
later in the
day. It also
mentions two
popular
tourist
destinations.
March
17,
2017 –
2pm
You won’t find
any green beer
here in Ireland,
but we think a
pint of Guinness
is perfect as is.
No better place to
celebrate
#StPatricksDay
than at the
@homeofguinnes
s Gravity Bar
overlooking the
city of Dublin.
Hope to see you
This post
capitalizes on
everyone’s
favorite Irish
tradition:
Drinking on
St. Patrick’s
day. It also
pokes fun at
how America
celebrates St.
Patrick’s day
while inviting
the viewer to
come

30. here with us next
year! #IrishEats
#Beer #Guinness
#Ireland
#IrishDrinks
experience a
true St.
Patrick’s day
in Ireland.
March
17,
2017 –
7pm
Made in Ireland,
drank in Ireland.
The best place to
be on
#StPatricksDay is
in the Dublin
streets. If you’re
not here today,
we hope you will
be next year.
Happy St.
Patrick’s Day, Lá
Fhéile Pádraig.
#IrishEats
#IrishDrinks
#Jameson
#Whiskey
#Dublin
#LoveDublin
Capitalizing
on the party
spirit that
many
American
millennials
associate
with St.
Patrick’s
Day, this post
shares an
image of not
only one of
Ireland’s
most popular
exports,
Jameson. It
captures a
fun
atmosphere
that
millennials
love and
again
encourages
people to be a
part of
everything
next year.

31. March
18,
2017 –
8am
Rough morning?
Power through
your St. Patrick’s
Day exhaustion
with some
delicious, protein-
packed, pancakes
at @POG.
#IrishEats
#Pancakes
#LoveDublin
After St.
Patrick’s
day’s less
food and
more
alcohol/cultur
e posts,
return back to
eye catching
food with this
pancake post.
April 3,
2017 –
12pm
It’s no secret that
the Irish love
potatoes, but
putting them on a
pizza seems crazy
even to us!
@Juniors made us
believers with
their Not-So-
Famine Potato
Pizza. Check it
out in Dublin, and
get your fill.
#IrishEats #Pizza
#Potato
This post
shows how
unique food
in Ireland can
be while
reinforcing a
large known
part of Irish
culture.
Picking a
picture of a
person
actually
eating the
pizza makes
something as
nutty as
potatoes on a
pizza seem
believable
and desirable.

32. April
12,
2017 –
3pm
Guess who’s
coming to dinner?
@AltonBrown!
Chef Brown will
be taking over our
Instagram next
week as he eats
and drinks his
way through
#Ireland in
preparation for
the
#WaterfordFood
AndWine festival.
Join him in
sampling the best
Ireland has to
offer starting
April 16th
.
#IrishEats
#GoodEats
This post is
an example
of preparing
the visitors
for an
account take
over. The
verbiage
spells out
when and
why the
takeover is
happening
and tags the
participant so
that viewers
will be driven
to visit his
personal
account as
well. Alton
Brown is
known and
liked by
many
millennials,
and choosing
a picture that
is not stiff or
too formal is
important.

35. Tourism Ireland is helping more people find and enjoy their
Irish roots.
Tourism Ireland announces a festival tour in eight different American cities
starting March 1st
, 2017. Boston, MA, New York, NY, Dover, NJ, Atlanta, Ga,
Chicago, IL, San Francisco, CA, Seattle, WA, and Dallas, TX will all host Tourism
Ireland’s #LuckyMe events. The events are designed to put communities in touch
with their Irish heritage as well as to bring people together in support of local
artists.
Tourism Ireland is partnering with Ancestry.com and Delta Airlines to bring live
music, crafts, and local food to participating cities. Visitors will also have access to
Tourism Ireland’s #LuckyMe website where they can enter to win a free flight to
Ireland. The events are free to attend and will have multiple opportunities to win
prizes.
Full dates and schedules can be found by visiting Ireland.com
Notes To Editors
 Tourism Ireland is the organization responsible for promoting the island of
Ireland overseas as a leading holiday destination.
 In 2015, we welcomed almost 8 million overseas visitors to Ireland,
delivering revenue of £961 million.
 Tourism Ireland’s international website is www.ireland.com, 29 market sites
available in 11 language versions around the world, which attracted more
than 16.6 million visitors in 2015.

36. This example from Contiki demonstrates the look and feel Tourism Ireland should be aiming for
when creating their video for Ireland’s Sea Stacks. The video should be promoted and cut into
commercial length segments.

37. During the time that Tourism Ireland sponsors American Ninja Warrior, the Ireland.com
homepage should focus on the Sea Stack climbing opportunities and highlight the exciting video.
The homepage should also include a “click here to book” option so that website visitors can
reserve a spot on a Sea Stacks tour directly from the Tourism Ireland website. Commercials
should also be run during the broadcast of American Ninja Warrior that are similar to the viral
video with exciting shots with fast cuts and fast music.

38. Tactic Details Cost
Instagram Account A unique Instagram account,
@IrishEats
$0.00
Alton Brown Celebrity
Takeover
Includes Alton Brown’s
flight, accommodations, food,
and time.
$15,000
Total 15,000
Tactic Details Cost
Ancestry.com partnership Ancestry.com’s existing
functionality will be used to
run the microsite that
searches for Irish Heritage
In-kind, $0.00
Microsite development The microsite will live on
existing Tourism Ireland
server and will be temporary,
but needs to include and API
that works with ancestry.com
on the back end.
$2,500
Grand Prize Two flights to Ireland, and
four nights in a local hotel.
$3,700
Second place prize Jameson Trilogy Whiskey
gift set plus shipping and
handling.
$100
Third place prize The Complete Irish Pub
Cookbook plus shipping and
handling.
$20
#LuckyMe Events Includes price of giveaways,
tablets and technology, space
rental, and permits. Food and
crafts provided and sold at
vendor discretion.
$50,000
Total $56,320

39. Tactic Details Cost
Video creation Filming, editing, and access
to Sea Stack locations.
$1,100
American Ninja Warrior
Sponsorship
Exclusive sponsor of
American Ninja Warrior
events and broadcasting.
$90,000
Commercials Commercials to play during
American Ninja Warrior and
other extreme sporting
events. Cost includes cost to
produce commercials as well
as cost for air time.
$100,000
Facebook targeted ads Advertisements on the
Facebook pages of people
between the ages of 19-35,
who have liked pages related
to rock climbing, cliff diving,
and travel for 6 months.
$20,000
Total $211,100
Total cost of proposed strategy: $282,420
Success of the proposed strategies each have a corresponding metric to evaluate their
effectiveness and overall impact on Tourism Ireland.
The first objective to Increase awareness of Ireland food culture by 25% by December,
2018 is heavily driven around the use of social media, specifically Instagram. Sharing vivid
images of attractively plated foods through one of the most commonly used social media
platforms to get a generation of travelers is the intended result. The impact of the objective will
be evaluated in two ways. The first measure is the increase in the follower count on the
@IrishEats Instagram account. Over the course of one year the number of followers should
increase from zero at start to 5,000 followers and should accrue 25,000 by December, 2018. The

40. second measure of success for this objective will be counting the number of other Instagram
pictures posted by other people that use the hashtag, #IrishEats. Currently there are 512 posts on
Instagram that use the hashtag, with no driving theme or goal, purely coincidental. If this
objective is successful, by December, 2018, 95,000 Instagram posts will include the #IrishEats
hashtag.
The second objective is to build a more personal connection between many millennials
and Ireland by creating a microsite as well as a series of events that will help a vast amount of
millennials find a familial link to Ireland. This is to increase visitors to Ireland.com by 20%
visitors by December, 2018. The success of this objective will be measured by visitors to the
microsite and therefore the Tourism Ireland website, participants who enter the online contest
and visitors who attended the #LuckyMe events. The goal of the microsite is to increase the
number of visitors to the Ireland.com website by at least 20% by the end of 2017. The target goal
for the number of people who visit the microsite and convert into a Facebook or Twitter shared
post is 50% of all microsite visitors. The #LuckyMe events will be seen as successful if 40% of
all attendees interact with the microsite.
The third objective is a long term plan that aims to increase the number of American
millennial visitors to Ireland’s new Sea Stack Climbing destinations by 10% by December, 2019.
A survey to gauge awareness before and after the release of the hype video and sponsorships is
recommended, but as an alternative, video views can act as a measure of awareness increase.
With Ireland.com being promoted via the proposed sponsorship, website visits can also be
counted, but not if both the #LuckyMe microsite and the Sea Stack video are being promoted and
directing people to the same website. Because the website will include links to a booking and

41. reservation site for the Sea Stacks, the number of people can be counted who visit the reservation
site by means of the Tourism Ireland site.
Ireland is a destination that has something to offer to every type of millennial traveler,
and upon completion of this campaign, Tourism Ireland will have publicized that fact to more
American millennial travelers than ever before. American millennials are attracted countries with
unique culture, good food, and exciting adventures, and through this campaign, Tourism Ireland
will prove to them that they can find the ultimate destination in Ireland. Increasing awareness
and excitement regarding Ireland in American millennials should subsequently enhance Ireland’s
economy. Reaching out to millennials through this largely social media and event driven
campaign pushes the information about Ireland’s opportunities to them instead of making them
find it for themselves, thereby increasing their interest and awareness in all things Ireland, and
increasing the number of them who visit.

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