Who We Do It For
Fáilte Ireland.
From a tourism perspective, Ireland was in double-digit decline in 2007. Cities such as Berlin and Barcelona were ahead of Dublin as cool destinations, and many consumers were unsure of what Ireland stood for - apart from those who held a DNA connection to the country.
MCCP were instrumental in leading the delivery of the Path to Growth GB and aligning many stakeholders around the table around a new type of consumer for Dublin. Their ability to engage a multi-level stakeholder group as well as put the consumer at the heart of our strategy to inform not only new communications channels, new commercial partners as well as defining a new set of product experiences is very impressive and effective, the results speak for themselves
Fáilte Ireland & Tourism Ireland - Creating brand experiences (Dublin, Ireland's Ancient and the Wild Atlantic Way) that meet the needs of more valuable segments to become authentic powerful catalysts for growth.
The GB Path to Growth was a strategic response by the three tourism agencies on the island to the long term catastrophic decline in our most important holiday market, Great Britain. We chose MCCP as our partner at each stage of the project as we knew they would provide thought leadership, clarity of purpose, inspiration and insight. Kay and MCCP certainly rose to the challenge with a strong, flexible team with real intellectual horsepower. MCCP helped craft the strategy, inspire key stakeholders and engage a wide community of interest. The strategy developed by Kay and MCCP was fully implemented and we have now more than recovered all the holidaymakers we had lost in Britain.
Peter Nash, Head of Strategy, Tourism Ireland
The background:
From a tourism perspective, Ireland was in double-digit decline in 2007. Cities such as Berlin and Barcelona were ahead of Dublin as cool cities to visit, and many consumers were unsure of what Ireland stood for - apart from those who held a DNA connection to the country.
Our approach:
We believed that one size does not fit all, and that as a small country with a tight marketing budget, we should focus very clearly and very precisely.
We created Destination Dublin: A Collective Strategy for Growth to 2020. This resulted in the development of a radical new strategy to grow tourism to Dublin City and region. This meant that we identified a strategy around a consumer-centred experience of Dublin, while we also created new positioning for the city. The result was a new cooler, consumer Dublin to attract the Social Energiser segment who wanted not just night-time activity but lots of day-time exciting experiences as well. We also needed to facilitate the Culturally Curious segment who wanted to get under the skin of a place through a cultural lens and wanted different ways to explore a plan. A more vibrant and immersive set of itineraries and brand experiences were developed to fulfill this need.
The outcome:
Our new approach has reversed declines and our new experience brands have engaged the hearts of people who matter at industry and at visitor level.
