Key Challenge

To support the industry, Fáilte Ireland needed to pivot quickly. Instead of promoting holidays and short-stays, they needed to mobilise the nation to go on day-trips, visiting attractions and activities to support Irish businesses.

Strategy

Mindshare delivered a strategy which partnered with every single local radio station in the Republic of Ireland. Over 8 weeks, they challenged each station and their personalities to get out there, experience the unique offerings of their area and bring their adventures back to their listeners, both on air and on social channels. They got listeners involved too, as they called into stations in their droves to share their local hidden gems, firm favourites, and places they wanted to experience.

Execution

The campaign delivered storytelling at scale.  The presenter led bespoke content pieces were central to the strategy. Mindshare worked with each media owner in pre-planning to match the relevant presenters to relevant attractions and activities, and the presenters also built on this by giving their personal recommendations on things to do in their area. The authentic nature of longer form bespoke features was very unique, and the presenters loved being given the freedom to curate content and bring them to listeners. The campaign promoted 360 businesses,  businesses that otherwise would not have got promotion or advertising of this scale.

Results

The results of the campaign were hugely impressive. Awareness of the term ‘Daycation’ and what it meant, grew by 11 percentage points.  When it came to intent, a national representative survey identified local radio listeners Vs those who say they do not listen to local radio. 81% of local radio listeners said that they were likely to Daycation in the next 3 months versus 52% of non-local radio listeners. This really showed the strength and impact that local and authentic voices had.​ Finally, there was a notable increase in paid for activities and attractions especially with key target audiences – Failte Ireland saw a 10 percentage point increase among their target audience "unconstrained adults" and a 3 percentage point increase among families.​

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