Unveiled on 1st February 2022, the campaign aims to drive tourism to Galway City during 2022’s first quarter. The 10-week campaign’s focus is on motivating ‘unconstrained adults’ – empty nesters and under 45s – to visit Galway City on a midweek break and to enjoy the full breadth of experiences available.
The €60,000 digitally-focused campaign runs across press, audio, PR, digital and social channels, and also partners with The Irish Independent and the incredibly-popular Tommy, Hector & Laurita Podcast.
The campaign’s dynamic hero video showcases the wealth of activities to enjoy in Galway City, from braving the elements with a Salthill dip to the best in fine dining, culture and nightlife.
Key campaign activations include:
- Native articles with The Irish Independent and the This is Galway platform.
- Sponsorship of The Tommy, Hector & Laurita Podcast.
- Media Familiarisation Trips / Influencer Marketing.
- Hero video and cutdowns tailored for various channels.
- Demographic and geographic advertising across key social and digital channels.
- An Industry Activation Toolkit.
To help businesses in Galway City leverage the campaign, an Industry Activation Toolkit has been developed which contains an information guide, access to campaign assets that can be used on social media or on business websites, and a curated collection of new imagery.
Ruairí Lehmann, Tourism Officer, Galway City Council said, “we at Galway City Council are delighted to launch the ‘Keep Discovering Galway City’ campaign. After a difficult couple of years for the domestic tourism market, it’s wonderful to be able to entice and invite visitors back to Galway City and treat them to its unique beauty, unmistakable character, and world-renowned hospitality, attractions and activities. Galway City offers the very best of coastal and city life, a mid-week break is the ideal way to experience it.”
Margaret Jenkins, Team Manager, Galway | Wild Atlantic Way, Fáilte Ireland added, “this exciting campaign will drive much-welcomed and sustained footfall to Galway City’s local tourism and hospitality businesses across the spring period.”
“Part of Fáilte Ireland’s regional experience brand, the Wild Atlantic Way, it’s so important to encourage domestic tourism back to Galway City – particularly at this post-pandemic point. Inviting campaigns like this play a huge part in restoring the tourism sector across our many vibrant communities and counties.”
Source: Galway City Council