Jon Williams Creative
Tourism Ireland
Who are they?
The island of Ireland brings in millions of visitors each year with many unique experiences catering to all tastes. Tourism Ireland is responsible for marketing the island of Ireland overseas as a leading holiday destination.
What did they need?
Tourism Ireland needed a new digital platform that was data driven and would help people deepen their connection with Ireland, before, during and after their trip.
What did I do?
I led content strategy, content migration and creation for the platform. This was a large project with lots of stakeholders, so I set up and led workshops and design studios with global stakeholders in order to set requirements and shape the new platform.
Working in an agile way I also performed content audits, content prioritisation, migration, multi-layer personalisation before moving into thematic content creation for the new site.
Atomised content for personalised experiences
The content on the site is atomised, which allows for a personalised experience for each visitor, based on segmentation and next best actions.
Today, the site receives more than 23 million annual visitors and Tourism Ireland can anticipate the likelihood to travel based on customer engagement with the new platform.