Ciara Gallagher, Fáilte Ireland pictured centre with The Grand Prix Award
Our Discover Ireland home holiday campaign also picked up two awards
The Gathering came out on top on Friday after it won two awards, The Grand Prix (the highest accolade of the night) and Best in Travel & Tourism at the Digital Media Awards (DMA’s).
The Grand Prix award is presented to the most highly acclaimed project that receives the overall highest mark across all 27 categories. While the Best in Travel and Tourism category recognises excellence in the use of digital media within the travel and tourism industry covering everything from tourism initiatives to providing travel services and information which includes purchasing tickets, hotel rooms, rental cars, holiday packages and other travel services.
Speaking about the award, Ciara Gallagher of Fáilte Ireland, who worked as part of the Gathering team said,
“Digital marketing is playing an ever increasing role in tourism marketing with more and more overseas visitors using online platforms to research and book their holiday so it is important for tourism businesses to be active in this space. Harnessing this shift in behaviour was key to generating greater awareness and understanding of the project among Irish and international audiences. In fact, our digital activity throughout the project was pivotal to the success of the Gathering and ultimately contributed to the creation of 5,000 events across the country.
“The Gathering itself helped to attract over 275,000 additional visitors to the country as well as generating €170 million for the Irish economy last year. This success ultimately meant success for the tourism industry so it is wonderful to have this hard work recognised.”
In addition to providing an online platform for registration of Gathering events the www.thegatheringireland.com
website was also the primary online communications hub for the project. The website brought the stories about The Gathering, the people involved with it to life using stories and images of actual Gatherings. Activity on the website grew from its launch in May 2012 with an average monthly visitor count of 110,000. The number of visitors to the site grew to over 2.1 million by the end of 2013.
Social Media & the Gathering
The full suite of social media channels was also used to promote this rich and varied gathering content and also provided a platform for those ‘gathering’ in Ireland to engage with the project and with each other.
Our Discover Ireland Home Holiday campaign was also shortlisted at the DMA’s and was awarded silver in the Best in Travel and Tourism category and bronze in the Best Design/Art Direction category. Keep an eye out for our new Discover Ireland campaign later this year.
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