Promote sustainable tourism on the Emerald Isle to eco-conscious travellers and support the 2023 edition of the Ireland Week in Milan with its rich calendar of events.
Objectives
Increase awareness
Raise consideration
Generate bookings
The activation
Tourism Ireland has teamed up with lastminute.com for a co-branded campaign mainly distributed through digital out of home placements around the city of Milan during the Ireland Week.
The creative concept aimed at creating a bond between famous and iconic spots in Ireland and in Milan, to be discovered on two wheels.
To reach the core campaign target, the cyclists, the campaign has been displayed through DOOH screens next to the bikeMi rental stations around the city of Milan. To boost interactions and increase bookings towards the destination, a QR code drove to a custom landing page with a special discount to book a trip to Ireland.
Services Provided
Creative concept
DOOH
Media activation
Email marketing
Travelpad
The results
381k Opportunity To See delivered with DOOH
over 1.6M impressions delivered
2’11” avg. dwell time on the landing page (benchmark 60”)
