RMG

The man who made stay at home holiday breaks in Ireland a “must do” option and in the process delivered the most effective Fáilte Ireland communications programme ever measured, was selected as Marketer of the Year 2010.

John Concannon, Director of Market Development at Fáilte Ireland was awarded the title following the success of his Discover Ireland ‘Fun Starts Here’ campaign. The fully integrated campaign was developed by the DDFH&B Group.

This included the TV, radio and print campaign, supported by a full PR campaign and online strategy and implementation. The core objective of the campaign was to hold Irelands share of the holiday market, given the signifcant decline in the size of the market in 2009.

IPSOS tracking data up to July 2010 showed a strong increase in the number of trips taken by Irish people in Ireland up by 10%. There were 17% more unique visitors to the website versus 2009. Behaviour & Attitudes reported that the campaign created by DDFH&B was the single most effective communications programme their advertising monitor had ever measured.