2009 Awards Winners

Tourism Marketing Award


Guinness Storehouse
Valentina Doorly

Guinness Storehouse is Irelandís No.1 visitor attraction and the third most visited brand attraction in the world. In tandem with reinvestment in the visitor experience, the marketing team identified a requirement for a new marketing strategy, particularly to intercept the new emerging markets in mainland Europe. Supported by colleagues in Cybercom, the business set out to more fully exploit the power of the web to differentiate its new expanded strategies, and its comprehensive approach included Web 2.0 activity. These concerted actions have resulted in the achievement of over one million visitors from 25 countries, outperforming the Dublin and Irish tourism markets.

Alice Couper

Hotels.com is an operating company of Expedia Inc. and itís a leading provider of hotel accommodation worldwide, offering reservation services through its network of localised websites and call centres. The business gives travellers one of the widest selections of accommodation on the net, including both independent and major chain hotels as well as self-catering in over 80,000 properties worldwide. Offering a one-stop shopping source for hotel pricing, amenities and availability and also specialises in providing travellers with accommodation during sold-out periods. Working with colleagues in Pembroke Communications, the business executed a successful launch campaign in Ireland, including a range of innovative initiatives to target selected market segments.

Ovation Ireland
Doris Reynolds

Ovation is a leading business tourism company offering event, conference and destination management services to national and international customers. The company has offices in Dublin and Belfast here at home, as well as representation across the North America, Europe and Australia. Ovation created a series of attractive propositions including a guaranteed dollar package to counter exchange rate issues. It proceeded to implement an intensive targeted marketing campaign to corporate and intermediary bookers, involving coordination of direct mail, e-zines, telesales, trade shows and proposal writing. This resulted in winning the largest incentive programme delivered to date in Ireland.

Alison Bell

Spa Ireland is a niche website featuring the top Irish spas and providing a one stop shop for booking spa breaks throughout the country. The site was built from scratch by Irish designers and developers, and launched in 2007. It is independently owned and so not constrained by parameters sometimes associated with single brand or public body websites. The criteria used for participation of spas in the website offering are linked to quality of product offering, ability to deliver customer-centric experiences and commitment to offering value. The firm provides a targeted distribution channel for spa content in an environment where securing a return on investment is challenging.

Tourism Ireland
Severine Tharreau

Tourism Ireland is responsible for marketing all of Ireland overseas as a tourist destination. It employs teams in key source markets abroad, as well as in Dublin and Coleraine here in Ireland. The e-marketing team in France set out to cost-effectively generate interest amongst targeted customer groups. It developed a series of successful online campaign, including a highly innovative and successful Advent Calendar promotion in December, a time normally regarded as quiet. This campaign on high traffic French websites met all its key objectives, visibility, engagement, education and data capture, and it succeeded in maintaining the attention of engaged prospects for almost an entire month.

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