Promoting Offaly as a visitor destination
Content Plan works with Offaly Tourism Marketing CLG to strengthen the digital presence of Visit Offaly and promote the county as a compelling destination for visitors, families, couples, outdoor enthusiasts and international travellers.
Through social media management, paid advertising, content creation, influencer collaboration, email marketing and campaign reporting, we help showcase Offaly’s attractions, events, landscapes, heritage and tourism businesses.
About Offaly Tourism
Offaly Tourism Marketing CLG promotes Offaly as a destination for visitors from Ireland and overseas.
The Visit Offaly brand highlights the county’s outdoor experiences, heritage sites, festivals, accommodation, food, attractions and local tourism businesses.
Content Plan has worked with Offaly Tourism from 2021 to the present, delivering ongoing digital marketing management and support.
The challenge
Offaly has a rich tourism offering, but the challenge was to bring those experiences to life online in a way that would attract attention, build awareness and encourage visits.
The county needed consistent digital storytelling across platforms, stronger promotion of tourism members and more effective campaigns around events, festivals, seasonal breaks and outdoor activities.
The work also needed to support different audiences, including:
- Domestic day-trippers
- Short-break visitors
- Families
- Couples
- Golfers
- Walkers and hikers
- Outdoor sports enthusiasts
- International travellers
Content Plan’s strategy was designed to speak to these different groups with relevant, timely and engaging content.
Our approach
Strengthening the Visit Offaly digital presence
Content Plan developed a consistent and engaging content strategy tailored to Visit Offaly’s audiences.
This included storytelling campaigns that showcased attractions, accommodation, outdoor experiences, heritage locations and events across the county. The aim was to make Offaly more visible, more memorable and easier for visitors to explore online.
Promoting local tourism businesses
We worked with tourism members including hotels, golf courses, visitor attractions and activity providers to create engaging promotional content.
This included reels, short videos, high-quality imagery and boosted posts designed to increase reach and visibility for individual tourism businesses.
Creating seasonal and event-led campaigns
Tourism is driven by timing. Content Plan created campaigns around bank holidays, school holidays, festivals, outdoor activities and major county events.
Events promoted included Birr Vintage Week & Arts Festival, Birr Air Display, The Tullamore Show, the Hot Air Ballooning Championships, Riverfest, Tullamore Tradfest, Scripts Ireland’s Playwriting Festival and Hullabaloo! Offaly’s Children’s Arts Festival.
Using visual storytelling to drive engagement
Tourism content needs to be visual, immediate and easy to share.
Content Plan created reels, videos and imagery to showcase Offaly’s landscapes, heritage and attractions. Short-form video became a key part of the strategy because of its ability to generate large organic reach.
Combining paid and organic activity
We used paid advertising to amplify high-performing content and support specific visitor goals. Campaigns promoted upcoming events, drove traffic to the Visit Offaly website and increased awareness of Offaly as a destination.
Reporting, learning and improving
Content Plan provides regular analytics reports covering reach, engagement, traffic and campaign performance.
The focus is not only on reporting numbers, but on helping Offaly Tourism understand what the data means and how future campaigns can be improved.
Results
Content Plan’s work has helped Visit Offaly build a stronger and more consistent digital presence. The work has helped Offaly Tourism create a more active, engaging and useful digital presence for visitors and local tourism members.
This project worked because it combined tourism knowledge, content creation, campaign planning and data-led optimisation.
Content Plan understood that destination marketing is about more than promoting places. It is about telling stories that make people want to visit.
By combining local tourism content, seasonal campaigns, paid advertising, email marketing and performance reporting, we helped Visit Offaly connect with the right audiences at the right time.
- Stronger visibility for Offaly as a visitor destination
- Increased reach and engagement across social media
- Improved promotion of local tourism businesses
- Strong performance from reels and short-form video
- Increased traffic to the Visit Offaly website through paid campaigns
- Email open rates above 50% for seasonal ezines
- More structured promotion of events, festivals and seasonal breaks
