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

toolkit downloads


visitors on the landing page

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256-trophyWinner – 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. 

How it looks

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