At a time when international visitors cannot travel here, Tourism Ireland is rolling out its #FillYourHeartWithIreland (#FYHWI) initiative – sharing inspirational content about Ireland with its millions of fans and followers on social media, including Facebook, Instagram, YouTube and Twitter. The campaign aims to ‘keep the lights on’ and maintain a strong presence overseas, to help ensure that Ireland stays front-of-mind with them for future holidays.
Tourism Ireland is asking people who have captured great photos and videos, while out and about around the island of Ireland this summer, to share that content – so that Tourism Ireland can, in turn, share it with its international fanbase on social media.
Tourism Ireland is also calling on tourism industry operators to get involved, providing content which will reassure future international visitors about health and safety and that shows the island of Ireland will still be a fun and welcoming holiday destination – when the time is right to welcome international visitors once again.
To date, the campaign has achieved significant engagement with those fans and followers – including 143 million impressions (or opportunities to see), 25 million video views, around 3 million engagements on Facebook, 3.3 million engagements on Instagram and almost 100,000 engagements on Twitter. The content is also being shared with Tourism Ireland’s database of influential travel and lifestyle journalists, who are all looking for great ‘armchair travel’ ideas right now. Tourism Ireland estimates that the #FYHWI campaign has helped generate positive exposure for Ireland in international media worth approximately €82 million in EAV (equivalent advertising value).
Siobhan McManamy, Tourism Ireland’s Director of Markets, said: “Our #FillYourHeartWithIreland campaign has been really well received – delivering around 143 million impressions to date. We know that people around the island of Ireland have been out and about this summer – capturing some great content, including wonderful photos and short videos. We’d love them to share that content with us, so that we can, in turn, share it with our fans and followers around the world. We also want to share content from our industry partners, which shows that all the necessary new health and safety protocols are in place – and that the island of Ireland will still be a fun holiday destination. Our aim is to bring inspirational and compelling content to prospective travellers around the world, to keep Ireland ‘front of mind’ until such time as they can visit again.”
Examples of recent popular content shared by Tourism Ireland, as part of the #FYHWI campaign, have included a video of a pod of dolphins swimming near the Aran Islands, a Hot Press tribute to Van Morrison to mark his 75th birthday, the ten most ‘Instagrammed’ places on the island of Ireland, as well as a video of the Cliffs of Moher, captured from the sea.
There are nine different categories in the #FYHWI campaign:
The Great Outdoors
Humour and Story-telling
Literature, Film and Theatre
Music and Dance
Photography and Art
Virtual Tours and island of Ireland Tourism Industry
History, Ancestry and Genealogy