Preparation, design and implementation of a tourism marketing campaign for Carlow Tourism February - October 2023

Tender description

Creation and roll out of a media plan across the following marketing platforms – radio, social media, digital marketing, website, print and PR. The purpose of this project is to deliver a campaign that will inform and provide the key messages, stories and information of the Carlow offering with the following outcomes: • To generate bed nights for accommodation providers and increased uptake of visitor attractions, activities and visitor facilities • To promote the new brand identity for County Carlow – wander off the track – around which compelling advertorial content can be prepared i.e. focus on attracting visitors to the county who are looking for a less discovered part of Ireland with breath-taking scenery, outdoor adventures, memorable experiences and excellent value accommodation and dining breaks. Authentic visitor experiences offering real insight and a unique contrast to their own everyday lives also forms part of the marketing messaging • To create a compelling marketing campaign for County Carlow that results in enhanced awareness of the county as a tourism destination throughout the island of Ireland and overseas • Raise brand awareness and profile of Carlow as a great place to visit in line with the overall marketing vision for County Carlow and the Ireland Ancient East region • Ensure that Carlow has high visibility in the valuable staycation market • To appeal to the key domestic market segments as identified in Fáilte Ireland’s domestic market segmentation toolkit. The domestic market is crucially important to County Carlow as a source of business and in particular Dublin, rest of Leinster and the south of Ireland including Cork and Waterford • To drive enquiry traffic to Carlow Tourism via the company website and social media platforms as a specific CTA