The Write & Invite Program aims to encourage Irish consumers to write invitation letters to overseas friends and family to visit Ireland. A competition will be held to select the best 10 letters, which will then be used as templates on Facebook and in email campaigns. The core component is a Facebook app that allows users to customize a letter, select recipients from their Facebook friends or email contacts, and will track the number of letters sent. The goals are to tap into national pride, leverage word-of-mouth, and increase tourism through low-cost virtual ambassadorship on Facebook. Success will be measured by the number of letters generated on Facebook and through email campaigns to an existing consumer database.

1. Write & Invite Program Overview

8. What is success? Population Conversion Outcome 1.5m FB members 3% 45k writers 45k writers 4 letters each 180,000 letters 180,000 recipients 5% forwarding c. 9k additional letters 2m on CEM database EDM offers mailer ?