€600,000 marketing campaign positions Dublin as a must-visit winter destination.
Fáilte Ireland has gone live with its new ‘Winter in Dublin’ programme which will spotlight the diverse range of events and experiences taking place in Ireland’s capital city between November 2022 and January 2023.
As part of the programme, Fáilte Ireland will run a €600,000 national multi-channel marketing campaign across radio, online audio, press, YouTube, digital partnership, social, digital display and search to highlight the variety of events and experiences taking place across the capital in the coming months.
“Dublin is renowned for its culture and vibrancy”
Businesses can upload their events and find a full campaign activation guide at www.failteireland.ie/winterindublin
Night time economy
Winter in Dublin was developed by the National Tourism Development Authority in collaboration with tourism industry partners to attract visitors to the city and drive footfall and spend into the winter months.
The programme has been devised to align with the work of the Night-Time Economy implementation group which aims to increase the diversity of events and cultural opportunities for families and other age groups into the evening.
“Dublin is renowned for its culture and vibrancy,” said Emma Woods, head of Marketing Communications at Fáilte Ireland.
“The Winter in Dublin marketing campaign will showcase the many compelling reasons to visit Dublin over the coming months and will position the city as a must-visit wintertime destination.
“Our research shows that attending events and experiences that allow reconnection with family and friends are key motivators for visitors looking to take a winter break in Ireland this year. Based on these findings, the campaign will focus on key themes each month that highlight the best that Dublin has to offer including live music and events in November, family and festive occasions in December and a focus on culture and traditions in January,” Woods added.
To help tourism businesses and event organisers leverage the campaign, Fáilte Ireland has developed a Campaign Activation Guide which provides businesses with a downloadable suite of Winter in Dublin branded assets. In addition, businesses with events taking place in Dublin during this time can submit their event listing to be featured on the relaunched VisitDublin.ie website.
“Festivals and events are a proven motivator for visitors to travel within a specific timeframe and have been a key driver of recovery throughout the country. An important element of the Winter in Dublin programme is empowering the Dublin tourism industry to drive business over the coming months by leveraging this national campaign.”