CASE STUDY: Ronan Keating key to Tourism Ireland's PR campaign

Provided by Bauer Media
Tourism Ireland used Ronan Keating to front their sponsorship campaign with Magic 105.4 to increase tourism in Ireland.
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What was the Challenge / Background of the Campaign?

Tourism Ireland wanted to raise awareness of Ireland as a tourist destination and encourage people to go there on holiday. There were six key themes that needed to be integrated and showcased throughout the three month partnership which included Music, Film, Culture and Festivals.

What was the Campaign Objective?

To increase tourism to Ireland.

What was the Solution?

Tourism Ireland partnered up with Magic 105.4 for a three month sponsorship which placed Ronan Keating and Tourism Ireland at the heart of winning prizes which was supported on magic.co.uk. Magic 105.4 dedicated a full week to celebrate St Patrick's Day by accommodating a Breakfast and Drive promotion that gave listeners a chance to see Ronan in either Dublin or Belfast for a week. Promotional tours of London's railway stations took place where merchandise and competition information was distributed.

What were the Results?

We received over 5,400 online entries across the campaign - 33% of which 'opted in' for further information on special events and offers from Tourism Ireland. The campaign triggered over £100,000 worth of PR and Ronan increased the Sunday 2pm-4pm slot from 131,000 to 139,000 listeners to become market leader overtaking Capital Radio.

What were the Key Learnings of this Campaign?

The partnership allowed listeners to connect with the Tourism Ireland brand in a totally relevant and bespoke environment; integrating the countries attributes with the perfect spokesperson - Ronan Keating. A layered promotional response delivered winning opportunities whilst bringing to life the different characters of Ireland's personality.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kAll adults, 25 - 55 year olds, in London and beyond.
25 - 34
35 - 44
45 - 54
Both
ABC1
RADIO / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
London, All RegionsAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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