Marketing News: Tourism Ireland has launched a new test initiative

News Release from: MarketingUK
04/02/2010
Tourism Ireland, Burrows, ‘Create their own brochure’ ,Sinéad Murray,Daryl Wright

Tourism Ireland has launched a new test initiative that enables would be travellers to build their own Ireland brochure online.

http://www.discoverirelandbrochure.com/

The test initiative has been built by the design agency Burrows, who won the project following a tender process in summer 2009.

The brief was to develop an online initiative where consumers could 'Create their own brochure' and to assess potential provision of information on a more customised basis via innovative usage of digital technologies.

The microsite, launched this month, takes each prospective tourist through a number of options. As they select their preferences, a bespoke content management system optimises content pages to include relevant points of interest that relate to the season and region they're visiting.

Once complete, a customised online brochure is delivered for download. It highlights the best and most relevant choices Ireland can offer to match the reader's ideal holiday.

Tourism Ireland has launched a new test initiative that enables would be travellers to build their own Ireland brochure online.

http://www.discoverirelandbrochure.com/

The test initiative has been built by the design agency Burrows, who won the project following a tender process in summer 2009.

The brief was to develop an online initiative where consumers could ‘Create their own brochure’ and to assess potential provision of information on a more customised basis via innovative usage of digital technologies.

The microsite, launched this month, takes each prospective tourist through a number of options. As they select their preferences, a bespoke content management system optimises content pages to include relevant points of interest that relate to the season and region they’re visiting.

Once complete, a customised online brochure is delivered for download. It highlights the best and most relevant choices Ireland can offer to match the reader’s ideal holiday.

“We’re seeing more and more of our clients looking to us to develop initiatives like this where content can be cleverly optimised, delivering customised marketing materials to the end reader” says Burrows Head of Client Services, Daryl Wright. “This has been an absolute pleasure for our team to work on and we’re looking forward to seeing the results from this initial test phase”.

“This is a significant move for the company in terms of making our brochures work harder in the online space”, says Tourism Ireland’s Direct Marketing Manager, Sinéad Murray. “From the outset, Burrows has shown a fantastic understanding of both our brand and our objectives for this initiative. We’re really pleased with the results so far.”

Perception testing as to whether bespoke brochures are considered a useful tool by the target audience is being orchestrated via Burrows fellow WPP partners Mindshare.