How Multimedia Native Articles Promoted Three Irish Regions

Summary

To promote three regions for the National Tourism Development Authority of Ireland, Mindshare and Independent News & Media created a series of multimedia articles. All articles in the series surpassed the KPI of 22,000 views.

Publisher/agency: Mindshare / Independent News & Media

Campaign: Rediscovering Ireland

Brand: Failte Ireland

Country: Ireland

Mindshare and Independent News & Media (INM) looked to develop multimedia native content for Fáilte Ireland that would showcase the best Ireland has to offer as a tourist destination across these three regions.

Mission

The National Tourism Development Authority of Ireland, Fáilte Ireland, wanted to promote the three regions the Wild Atlantic Way, the Lakelands and Ireland’s Ancient East. Therefore, Mindshare and Independent News & Media (INM) looked to develop multimedia native content for Fáilte Ireland that would showcase the best Ireland has to offer as a tourist destination across these three regions.

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Using a multimedia native article format, Mindshare, led by INM’s native editor, developed a number of engaging stories, told from different points of view. The aim was to tell stories in an experiential way and to use as many different digital elements as possible.

KPIs

Independent.ie guaranteed 22,000 views on a multimedia article.

Target audience

The target audience for these articles were Failte’s Footloose Socialisers – 15% of the domestic market (mid-late forties), Indulgent Romantics – 14% of domestic market (45 to 65 years), and Connected Families – 23% of domestic market (parents in late thirties or early forties with children under the age of 10).

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Mindshare, therefore, looked for protagonists who would resonate with each of these demographics and deliver the digital content on Independent.ie’s home page and Travel section.

Strategic approach

The first instalment was written by native editor Hugo McCafferty from a first-person POV and chronicled his journey along the Wild Atlantic Way after returning from living in Italy.

Introducing his family to various routes along the Wild Atlantic Way, McCafferty’s instalment was a piece as much about his family looking for somewhere to call home as it was about discovering Ireland’s tourist attractions. With a young family of his own, the article spoke to Failte’s Connected Families audience.

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The next two installments promoted Ireland’s Lakelands and featured one family and one mature couple on a journey over water in the Midlands area of Ireland. 

The third tranche of articles promoted Ireland’s Ancient East from particular angles – food experiences and Halloween. These had a more editorial feel and provided information for potential tourists about what’s on, according to Failte’s requests. 

The result was a series of multimedia articles that showcased the wide range of experiences available in Ireland and the richness of getaway products the island has to offer.

Creative idea

The idea was to present the Wild Atlantic Way, the Lakelands and Ireland’s Ancient East in a new, authentic and engaging way and showcase the best that these destinations have to offer, promote awareness and to move the reader further down the funnel towards actually booking a break. The challenge for Failte is to encourage people to book overnight stays, so useful information about accommodation and deals was important.

The result was a series of multimedia articles that showcased the wide range of experiences available in Ireland and the richness of getaway products the island has to offer.

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For the Lakelands articles, Mindshare and INM had to source participants with a competition to decide who would then be sent on a waterway break for the Bank Holiday Weekend. The agency used their interactive competition format Second Street for entries and selected participants based on their account of why they deserved to win the prize.

For the Ireland’s Ancient East articles, Mindshare and INM were briefed on a couple of difficult subjects on Ancient East as a food destination and one as a Halloween getaway.

The difficulty with Ancient East is that there is a huge density of destinations, attractions and events across a wide span of history without any one physical thread or narrative carrying through.

The Ancient East region stretches from Dublin to Cork, so it is very difficult to visualise exactly what it is. The challenge was to make sense of the extensive history and activities and to sell it to the readers in a digested form.

The content was shareable and included high res imagery of the destinations, illustrated maps of the itineraries, video and embedded UGC from Instagram to relate first-person experience.

Platforms

Mindshare and INM published a series of engaging multimedia articles that ran on Independent.ie and were supported by their social channels.

The content was shareable and included high res imagery of the destinations, illustrated maps of the itineraries, video — including drone footage by their own video production team — and embedded UGC from Instagram to relate first-person experience.

Content distribution and promotion efforts

Traffic was supported by INM’s highly engaged Travel social channel and their main Independent.ie social channels.

Size of team involved

One – the native editor, Hugo McCafferty

Results


This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

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