Tourism Ireland is launching the ‘Ireland Mystery Tour’, a month-long campaign devised by Indicia to raise awareness of rural Ireland as a key holiday destination.
Following its ‘Road Trip’ campaign launched in May 2011 to highlight Ireland’s cultural offering, Tourism Ireland wants to showcase other parts of Ireland aside from the well-known cities that are already popular with holiday-makers.
Two competition winners have been selected by Indicia to take part in the Mystery Tour. It involves them travelling around Ireland and completing activities, at pre-determined locations.
Users can get involved on Facebook, Twitter, blogs and the Tourism Ireland website to guess the location and vote for the activities the couple take part in on their trip. The couple can gain or lose points to determine where they should stay that evening. This ranges from camping equipment to a luxurious hotel, and depends on how enthusiastically they can ‘Jump into Ireland’.
Indicia has created the campaign, which includes personalised emails to more than 2 million customers, managing social networking sites and generating the creative work for Tourism Ireland.
Tourism Ireland customer engagement manager Sarah Rogers said: “We’re delighted to continue our work with Indicia, following their outstanding award-winning work on ‘The Road Trip’ campaign. We’re confident in their ability to produce interesting and inspiring work to encourage people to consider Ireland as an exciting holiday destination.”
Indicia creative director Ian Bates said: “It’s exciting to be continuing our work with Tourism Ireland, and we hope that by using social media, it will create a buzz and get people talking about the campaign.”
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