Sligo Tourism
The Challenge
SligoTourism.ie is responsible for promoting the County of Sligo to national and international markets. As the home-place of Bua, it’s an exciting project to work on. We’re inspired as much by the mountains, lakes and beaches as we are by the people, the culture and the myth and legend that surrounds us.
The Solution
Bua Marketing delivered a cohesive communication strategy for Sligo Tourism; sourcing and managing best in class creative marketing specialists, coordinating the delivery of the marketing strategy and delivering memorable creative assets which in turn attracted new audiences and awareness of the Sligo Tourism brand proposition.
Initially, Bua Marketing developed a Marketing Strategy and creative concept around ‘Sligo Stories’ focused on two target audiences; Great Escapers (Adventurers) and Connected Families (Young Families). The idea being that visitors to Sligo could create their own new stories and share via social media using the hashtag #SligoStories, visiting Sligo during off-peak times of the year, when there are still ample adventures and experiences available
The campaign was extended in Summer 2020 to include a post-lockdown campaign focusing on the message that #SligoIsOpen for tourism.
Great Escapers Adventure Video
Pre-Teen Families Video
Sligo Is Open
The Impact
Increased website traffic
(113% growth year on year for a comparable period)
Increased social media reach
(total social media reach of > 2m people)
Increased press mentions
for Sligo Tourism and related activities
Email Marketing Open Rate of 58%
(Avg Industry Open Rate: 24%)
Stories by the
National Geographic, The Evening Standard, The Irish Times, The Irish Independent, The Irish Sun, The RTE Guide.
Awards
Always nice to get a bit of recognition for our client work; this campaign was shortlisted for a number of awards.
This campaign won a Bronze Medal at the Irish Social Media Awards 2020.