Tourism embraces the social scene

Tourism Ireland is aiming to realise the potential of social networking with its latest marketing campaign, writes Siobhan Brett.

24th September, 2011

Social media marketing is now fundamental in promoting Ireland abroad, according to Tourism Ireland. The organisation is currently working on digital marketing campaigns with multi-channel content, open sourcing and social networks at its heart.

Mark Henry, Tourism Ireland’s director of central marketing, said that its digital marketing aimed to combat fragmentation of attention online. ‘‘We really have to engage with the customer, irrespective of challenges. It’s a reorientation of our thinking,’’ said Henry. ‘‘We’re driving...

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