Fáilte Ireland: reimagining the Discover Ireland website with curated travel content

The challenge

Content has become an essential part of the visitor experience for tourism brands, helping people discover, plan and enjoy new places.

As part of its digital transformation strategy Fáilte Ireland wanted to leverage the power of content marketing  to create great digital experiences for domestic visitors and provide a key resource for the Irish tourism industry.

Central to this strategy was re-imagining the Discover Ireland website as an all-encompassing, consumer first, digital hub for travel in Ireland. The new website features elements from the four destination brands – Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Visit Dublin.

256 worked with the team at Fáilte Ireland to develop a content strategy to cater to multiple personas, to meet search intent and improve user experience, and to ensure the content encourages people to visit the country’s fascinating attractions and epic experiences.

What we did

256 developed a unique tone of voice for Discover Ireland's domestic audiences using active, descriptive language. A content wiki was developed including editorial style guides to shape and scale the long-term project.

Planning resulted in several streams of content covering Ireland’s environs, counties, towns, tourism attractions and a suite of special interest articles such as coastal escapes, outdoor experiences, and city breaks. 256’s project team crafted exciting, dynamic, and informative pieces with well over 300,000 words gracing the web pages - bringing users an estimated 160 articles, 372 destinations, 20 collection pages and more.

The digital storytelling matched with stellar photography and epic web design results in an impressive product, inspiring wanderlust, and a desire to explore the hidden gems on our doorstep. Dream up your next big adventure in Ireland, discover new things to do in every part of the country, see what’s on from coast to coast, and find travel inspiration for people of all ages.

The result is a wealth of Irish travel knowledge in one place, carefully curated and easy to navigate so that people can  find what they are looking for, enjoying oodles of inspiration along the way thanks to the large scale of content provided from go live.

The website launch is supported by a multi-channel, multi-format marketing activity including email newsletters, a colouring map educating children about some of Ireland’s fascinating attractions, a promotional video, and engaging social media channel activity across multiple networks.

How it looks