Issue 3: Comms and COVID-19: live examples from Ireland and beyondApril 23, 2020
Adapting your communications to keep your brand healthy in challenging times is essential. Every week, we’ll highlight the businesses that stand out on social media channels for positive and engaging messaging that keeps their audience in the loop.
Here are our top 8 tips to inspire your own communication plan and help you keep your brand fresh.
Our latest instalment of brand advice examples comes from our own digital channels and includes our social media and website content.
Failte Ireland’s Consumer Brand Channels
How we’re responding to the current crisis
In a time when travel is non-existent, the behaviour of Fáilte Ireland’s audience has changed; at the moment they want simply to be entertained, inspired and above all, to escape every so often from reality. Our digital strategy is designed to inspire people now to travel later and is based on three pillars:
To inspire: by showcasing the beauty of Ireland via imagery and video content to encourage people to “roam from home”. Highlights include stunning imagery, immersive time-lapse content, 360º content and 3D imagery.
To entertain: by sharing ideas designed to stimulate our audience. Examples include lists of movies set on the Wild Atlantic Way, novels based in Dublin and cookery demos and food from Ireland’s Ancient East. Our Instagram Stories currently feature regular quizzes on Ireland, emoji games, “did you know?” formats and more, to keep our followers engaged.
To escape: by offering content designed to provide relief from the anxiety of life as we know it. By sharing on-brand experiences through 360º VR footage, virtual tours of attractions and museums, virtual road trips and more, we’re enabling our audience to escape the news and immerse themselves in another world.
Quizzes reinforce a sense of group interaction and encourage followers to dream about the wonderful attractions of Ireland from their homes.
The What’s On(Line) This Week blog keeps the Discover Ireland audience engaged with the great virtual culture and travel opportunities offered by Irish tourist attractions. Updated every week and shared on social, the blog inspires and entertains while reinforcing public safety with the #stayathome hashtag.
Ireland’s Hidden Heartlands
Ireland’s Hidden Heartlands
Ireland’s Hidden Heartlands is a region blessed with beautiful landscapes and scenic waterways.
Ireland’s Hidden Heartlands is sharing these spectacular hidden gems across their social channels to keep their audience inspired and ensure their imaginations are working hard on planning future visits to the area.
Virtual tours of the River Shannon inspire and delight, while asking followers to vote on their favourite destinations sparks discussion and positive engagement – all of which will ensure the brand stays fresh in people’s minds.
Follow us on Instagram and share our content to remind your audience of the beauty that awaits them in Ireland’s Hidden Heartlands.
Wild Atlantic Way
The Wild Atlantic Way website is making clever use of the home creativity trend we’re seeing emerge, as people isolate at home.
Encouraging people to paint spectacular scenes from this world-famous coastal route is a unique and memorable way of bringing the Wild Atlantic Way right into our homes.
Wild Atlantic Way “Roam from Home” content – including 360º and VR videos – offers an escape for followers staying at home, while images of surfers at the Cliffs of Moher and cyclists at the Burren inspire via Instagram Stories. Lighthearted quizzes using emoji clues or movie questions are a fun means of sparking conversation around the delights of the Wild Atlantic Way – until such time as physical visits are once again allowed.
The streets of Dublin have changed beyond all recognition in recent times and Visit Dublin is offering a glimpse of the transformed capital – through evocative imagery of empty streets and bridges and deserted landmarks, shared via Instagram Stories.
Online interaction with the Visit Dublin brand is activated with Dublin-themed quizzes – on movies based there or select locations – and inspiring photography hints at holidays to come in the city.
Regularly updated blog pieces like Alternative Ways to Enjoy Dublin show our adapted communication strategy in action, as we provide roundups of all the great Dublin-centric events happening online.
Showcasing everything from digital exhibitions to Dublin Zoo webcams, articles like this promote Dublin in a socially responsible way.
Similarly, articles like 10 Films Set in Dublin provide the Visit Dublin audience with entertaining and inspiring content that also offers them a brief escape from the reality of the health crisis.
Ireland’s Ancient East
Ireland’s Ancient East is using location guessing games and inspiring photography to communicate with the audience for this historic region of Ireland via Instagram Stories. Awe-inspiring images and attention-grabbing content remind followers of the delights of Ireland’s Ancient East, while encouraging them to stay safely at home.
Articles like Home Comforts and Virtual Adventures gather the best virtual experiences that explore this vibrant region – like irtual tours of the Medieval Museum in Waterford or food inspiration from chef Catherine Fulvio.