Tourism Ireland | Delivering personalised brochures
Challenge
With such a variety of things to see and do, each person considering Ireland as their next holiday destination would have a different view of what will make their perfect trip. To cater for this range of wants and needs, Tourism Ireland would need to produce a brochure the size of a phone directory – heavy and expensive but poor in delivering relevant content to the reader quickly and easily.
Insight
We recognised that the natural answer was to use digital technology to put the power of brochure publishing into the individual's hands helping them to create their own personalised brochure online.
Solution
Working with our digital strategy and creative team, we developed a new microsite that enables would-be travellers to build their own brochure online based on their itinerary preferences.
Find out more
The site takes each prospective tourist through a number of simple multiple-choice questions and a bespoke content management system takes the answers and formats the brochure information.
Within minutes a beautiful and highly personalised online brochure is delivered highlighting the best and most relevant choices Ireland can offer to match the reader's ideal holiday.
With an average dwell time of 3.26 minutes, additional qualitative feedback confirmed that users valued the ability to filter content as it made the information more relevant and saved valuable research time.
