Featured Case Study: Laois Tourism — Making Laois a Must-Visit Midlands Destination
Year
2024
Client
Laois Chamber Alliance
Services
Social Media, Digital Strategy, SEO, Content Creation, Google AdWord
The Ask:
Drive awareness and interest in Laois as a premier tourism destination across social and digital platforms.
Develop strategic recommendations for impactful digital content that highlights the unique offerings of the county.
Build and manage content pillars that align with Laois’s key differentiators to convert online engagement to tourism footfall.
The Spark:
Laois, with its rich heritage, stunning landscapes and cultural vibrancy, has much to offer both domestic and international visitors. However, the county’s potential needed a strategic digital lens to reach a wider audience.
Rather than just focusing solely on the place, we emphasised the people who make Laois truly unique, creating a more memorable and authentic snapshot of the county for potential visitors. By showcasing the local tour guides, coffee shop owners, and other distinctive characters of Laois, we aimed to set the county apart in an oversaturated tourism market.
The Solution:
We developed a comprehensive digital strategy that leveraged Laois’s unique points of difference, ensuring that the county’s distinct charm and attractions were showcased effectively across various platforms. Key components of our approach included:
Strategic Content Pillars: We identified and established key content pillars that highlighted Laois’s strengths, such as heritage sites, outdoor activities, and local culture. These pillars guided all content creation efforts, ensuring consistency and impact across channels.
Social Media Management: Week on week, we created in-house content, crafted engaging copy, and managed Laois Tourism’s social media accounts. Our role also included community management, where we actively engaged with followers, stakeholders, and potential visitors to foster a strong online community and increase social engagement.
SEO and Website Content: To enhance discoverability, we oversaw SEO strategies for Laois Tourism’s website, ensuring top rankings for relevant search terms. We also developed content for the website, including blogs, landing pages, and other resources that highlighted key attractions and events in the county.
Google AdWords and Campaigns: We managed targeted Google AdWords campaigns to drive footfall to Laois at key moments throughout the year, such as ahead of the back-to-school rush. These campaigns were carefully crafted to align with existing data on our target customers to maximise ROI.
Consumer Newsletter: Weissued a consumer newsletter series as part of our CRM strategy, keeping potential visitors informed about upcoming events, attractions, and special offers in Laois. This helped maintain ongoing engagement and encouraged repeat visits.
The Impact
Over a six-month period, our integrated approach to social media and digital strategy significantly boosted Laois Tourism’s online presence and engagement, driving tangible results such as:
A 58% increase in social reach
Over 14,000 link clicks to the Laois Tourism website
A 27% increase in website users and a 16% increase in overall page views
We are delighted to continue to work with Laois Chamber Alliance and Laois Tourism to continue to bring more people into the wonderful county to visit.
