Wexford Bucket ListsThe Challenge
We have had the pleasure of working with Wexford Tourism since January 2017 and in that time we have helped raise their profile and increase visitor numbers through creating a new visual style for their tourism products and implementing this across a wide range of marketing collateral and media placements. The tourism offering in Wexford is extensive and is spread out across different regions in the county; Wexford Town, Enniscorthy, New Ross, Gorey and the Hook Peninsula.
The challenge for TL Marketing is to represent the offering throughout the county in a consistent manner that allows for each region to get an equal representation across all tourism sectors and showcases all there is to do for each target market. Also, as there are so many tourism operators in the county it is hard for us to communicate with all of them and get to meet them and see their offering.
The Strategy
One of our most utilised platforms for reaching consumers is through our social media pages as we have over 30,000 followers on Facebook, 4,000 followers on Instagram and 5,627 followers on Twitter.
In an effort to reach our followers, meet with and experience some of the attractions and showcase all the county has to offer, we decided to do a series of #bucketlist tours of Wexford which would be targeted to focus on different segments of the market. We have completed a “Grown Ups” Bucket List and next on the agenda will be Family, Adventure, Off the Beaten Track and Irelands Ancient East.
The structure for the tours is that we track our day with Instagram and Facebook posts featuring images/videos from each place we visit from breakfast through to lunch and dinner and all of the attractions in between. For our grown ups bucket list we completed 21 posts showcasing attractions throughout the county and the reach on Facebook alone was 73,798.
Not only did this initiative allow us to showcase up to 21 attractions, restaurants, cafes and accommodation options in the county, it also allowed us to meet with the tourism providers and give them an insight into what we were doing to promote the county and build exposure for them individually by tagging them on the posts.
The Outcome
It has proven to be the most popular initiative, among Visit Wexford members, that we have launched to date and they are eager for the remaining #bucketlist tours to be completed.