Aer Lingus has undergone fundamental change to emerge as a profitable low-fares airline. A major cost focus resulted in a shift to the web as the primary sales channel. The accountability of digital marketing has made it a central element in the airline’s marketing strategy. The digital marketing team began a thorough analysis of the digital marketing landscape in 2007. Website traffic grew strongly and digital marketing generated visitors in particular increased very sharply. Digital marketing initiatives are now integral to all new market launches. The Aer Lingus website now features 24 country specific homepages covering eight different languages

Anglo Irish Bank is a relationship-based business bank operating in the three core areas of business lending, treasury and wealth management. A key element in the Bank’s development to date is the skill, professionalism and commitment of its staff team, who are central to future success. The bank’s graduate programmes are the critical means to attracting talented and ambitious people to play a pivotal role in the future success of the Bank. The bank devised an online campaign to attract greater numbers of qualified graduates, resulting in a greatly increased level of applications for the bank’s graduate programme.

Cybercom is a leading digital marketing agency, established in Dublin in 1999. The firm uses digital technologies extensively to maximise creative impact for its customers. 2007 saw an uplift in the performance of the agency, and it established a new media department. The staff complement grew from 15 to 25. Cybercom were asked by Jurys Doyle to support the  business through a separation of the Jurys and Jurys Inn brands without losing organic web traffic. Despite the inherent difficulties of managing an account split, the agency was able, through very careful management and measurement, to retain strong organic and paid search figures for both brands.

Tourism Ireland is responsible for marketing the whole of Ireland overseas as a tourist destination, and it provides strategic leadership in international marketing. It employs teams in key source markets abroad, as well as in Dublin and Coleraine here in Ireland. The marketing team in Britain partnered with the Guardian Online Travel Section, to engage users when they are planning their holiday. The initiative involved six ‘vodcasts’ (video podcasts) featuring comedian Andrew Maxwell in a bespoke Discover Ireland micro-site within The Guardian’s website to take maximum advantage of the high levels of daily traffic and valuable brand endorsement.