Kickstarting domestic tourism post-pandemic with bespoke digital content for Fáilte Ireland

toolkit downloads

visitors on the landing page

minutes average read time


Winner - Highest Conversion Response from a Content Program - Content Marketing Institute Awards '22

Winner - Best Use of an E-Book - Content Marketing Institute Awards '22

Winner - Crisis Response Content Campaign '22 - EU Content Awards.

Winner - Best Specialist - Content Marketing Association.

Services provided
Competitor analysis, Strategy, Content operations, Content managed service.

The challenge
Fáilte Ireland wanted practical ways to help the beleaguered tourism industry kickstart essential marketing activity as part of Ireland’s national reopening.

What we did
256 developed an industry-first, interactive toolkit, complete with free, easy-to-use and customisable digital assets to help businesses make the most of the Keep Discovering national campaign.

The assets were adaptable, allowing businesses that were short on time and budget to create custom content, such as branded frames, email templates and social media calendars, and optimise their marketing to drive awareness and bookings.

The Toolkit also provided practical marketing advice, resources and guidance for businesses regardless of their level of marketing expertise or technical knowledge.

This creative, digital-first approach utilised the power of content marketing to aid the recovery of the tourism industry in Ireland. The Toolkit became a massive success and is one of the most downloaded resources ever created. It was widely used and much   lauded by the industry. 


“The commitment and dedication of the 256 team has been second to none in getting this project to launch. The vision, strategy and roadmap, now, in particular set against the backdrop of Covid-19, has delivered a critical tool to help drive the recovery of the tourism industry in Ireland, and lands at a very important time for the industry.” 

Claire Cadogan,
Head of Digital at Fáilte Ireland


“The Keep Discovering Toolkit was a well-designed, easy to use, one stop shop toolkit that was welcomed by our Dublin Industry.  

From social shareables and frames, to videos and logos, the Toolkit provided assets that saved on time and resources within businesses. The Toolkit showed best practice across the digital landscape and will act as a super reference and guide extended out past 2021.” 

Helen Cole,
Dublin Region Manager at Fáilte Ireland


“The Wild Atlantic Way Team found the Keep Discovering Tool Kit instrumental in helping our team assist businesses on the ground to leverage the marketing opportunities that exists for them by engaging in a larger multi-million Euro national marketing campaign.  

The true measure of success is the level of engagement, and the Wild Atlantic Way had a very high level of business engagement with the toolkit.” 

Joan Crawford,
Wild Atlantic Way Manager at Fáilte Ireland


“The Toolkit has been a great resource for the Ireland’s Hidden Heartlands team. With the challenges that Covid has presented, it is so important that we provided a toolkit that makes it easy for our industry to engage with and capitalise on the Keep Discovering campaign. 

The toolkit helped drive strong levels of engagement with our Keep Discovering campaign among tourism providers, local authorities and other key tourism stakeholders.”

Mark McGovern,
Ireland’s Hidden Heartlands Manager at Fáilte Ireland


“In recognising that marketing budgets were limited for 2021, the Keep Discovering Toolkit met the industry needs on a range of topics best suited to improving digital capability and supporting the opportunity to drive demand through low-cost marketing and experience-led programming.” 

Justine Carey,
Ireland’s Ancient East Manager at Fáilte Ireland

How can we help you get great content results?

If you’ve made it this far, thank you. You may be exploring an investment in content marketing and are unsure about ROI or attribution. You may have a content programme that is underperforming or a chaotic multi-channel content ecosystem that needs an overhaul.

Our expert team of global award winning strategists, editors, data analysts and creatives can answer your questions.

If that sounds good to you and you’d like to have a chat, just fill in the form or give us a call!

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