Fáilte Ireland's Keep Discovering Industry Toolkit

Industry Toolkit Get the tools you need to market your business leveraging the Keep Discovering campaign

FREE INSIDE Social media calendar and email templates Downloadable assets for every county 100s of ready-to-go campaign images and social assets Make your own content in minutes

TABLE OF CONTENTS Brand Architecture

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Photography and Video

06

Social Media

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Content

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Checklist

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Keep Discovering Industry Assets - Our Terms and Conditions of Use By using our Keep Discovering suite of assets and the Discovering Begins Here logo, you are agreeing to our terms and conditions of use. You must be a tourism business to be permitted to use these assets and you must only use them in accordance with the guidelines we have outlined in this Keep Discovering Industry Toolkit. The assets may be used in print and digital marketing materials, provided they follow the guidelines outlined in this Toolkit. The assets may not be used in signage, vehicular branding or packaging or merchandising of any kind including clothing and uniforms. Fáilte Ireland (who are the owners of these assets) reserves the right to withdraw the use of the assets from any ineligible business or a business that is using the assets in an inappropriate manner.

Disclaimer: This guide is best viewed on desktop.

Introduction

Keep Discovering Industry Toolkit Welcome. Fáilte Ireland’s Keep Discovering marketing campaign inspires people to see a new side of Ireland and rediscover the joy of a home holiday. Every year, we invest more in this campaign so that you can continue to leverage it and experience the benefits for your tourism business.

There are many ways to get involved, and this industry toolkit will show you how. In these pages, you’ll find free tools and resources you can use to support your marketing and help you attract more domestic visitors. Discover brand ready-to-go assets, including county social media graphics and campaign assets.

You’ll also find handy templates and frames for creating your own social media and email marketing content. It’s easier than ever to download these assets to your desktop or mobile from our media hub, Fáilte Ireland’s Marketing Toolbox.

The best way to encourage people to explore more of our incredible country is by showing them all the wonderful places on their doorstep.

So, let’s continue to work together and keep the spotlight on Ireland.

Let’s Keep Discovering.

Niall Tracey, Director of Demand Development Fáilte Ireland

How to use this guide

EMO COURT, CO LAOIS

This is a digital toolkit. Throughout this guide where you see the download symbol, you can access assets and resources from the Marketing Toolbox. Log in with your Ireland’s Content Pool credentials or register to create a new account. Turn to page 6 for more information.

Keep Discovering Brand Architecture

What is Keep Discovering?

Keep Discovering is Fáilte Ireland’s creative platform for our domestic marketing campaign for home holidays. It is a rallying call to the people of Ireland to endlessly delve into every kind of discovery right on their own doorstep. Find out more in our Keep Discovering Brand Guide.

Our industry partner logo This is our Keep Discovering industry partner logo. It has been created specifically for you, our industry partners, for use on your own communications and assets.

It acts as an extension of our Keep Discovering creative platform, creating a clear and tangible link between our assets and yours, while overall broadening and strengthening our core theme of discovery. It should never be altered or changed, and when being applied must always follow the simple principles outlined here to ensure consistency, legibility and visibility.

Download your industry partner logo here

INDUSTRY TIP

“We used the ‘Discovering Begins Here’ logo across the slider on our homepage.

It overlayed very nicely across our hero images and was a complementary call to action for our destination.” Jason McGee, PRO at Visit Blackrock Tourism Group

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Industry partner logo dos and don’ts Here are some watch-outs for you to avoid when placing your partner logo. × Don’t place your industry partner logo over busy images

Forest green logo on light, spacious image

Logo placed over busy image

White logo on solid colour

Forest green on dark solid colour

Changing the colours

Stretching the proportions

× Don’t place your industry partner logo over dark or strongly coloured backgrounds × Don’t change your industry partner logo’s colours × Don’t alter your industry partner logo’s proportions × Don’t stretch or squeeze your industry partner logo × Don’t add extraneous effects to your industry partner logo such as drop-shadows or glow effects

How to apply the logo

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From websites to social media, you can use our official industry partner logo across your own promotions. It’s a great way to showcase your activities and inspire potential visitors. See how other businesses have applied the logo in the examples below.

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Keep Discovering Photography and Video

Bringing your story to life Great photos and videos help visitors to discover and choose your destination or tourism business. Every tourism business should aim for thumb-stopping visual impact to really bring your destination to life online. If you don’t find what you are looking for in the Marketing Toolbox, then check out Ireland’s Content Pool for even more imagery and video clips you can use.

Fáilte Ireland’s Marketing Toolbox is a free resource, stocked with hundreds of campaign assets you can use to promote your business. Yes, it’s free.

DONORE, CO. MEATH

To help you make the most of the Keep Discovering campaign, we have curated a collection of imagery from all over the country. Follow the steps outlined in the video below to access the Marketing Toolbox and find images and videos for your business.

SCOHABOY RAISED BOG, CO TIPPERARY

100s of free images We’ve curated hundreds of free images you can use as part of the Keep Discovering campaign.

Log in to Fáilte Ireland’s STRANDHILL, CO SLIGO

Marketing Toolbox

How to use the Marketing Toolbox Check out this video for a step-by-step guide on how to search for GOOD TO KNOW and download Download our user guide free images, for more helpful tips on videos and how to use the Marketing more on the Toolbox.

Marketing Toolbox.

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Inspiring visitors with video If a picture paints a thousand words, video decorates the entire book. We know that visitors want to hear about all the things to see and do around your business, and video is a great way to show them.

We love when you tag us Don’t forget to tag us when you share the videos and use #KeepDiscovering. You can click on the social account links to follow us and feel free to share and repost content from our social channels.

@discoverireland.ie

GOOD TO KNOW

National advertising

If you are making your own videos to promote your business, there are lots of free clips from all over the country on Ireland’s Content Pool.

@discoverireland.ie @discoverirl @discoverirelanddotie @discoverireland.ie #discoverireland

TV: 30 sec ad for all audiences @visitdublin @visitdublin @visitdublin @visitdublin #lovedublin

®

@thewildatlanticway

Dublin TV: 30 sec ad for all audiences

Ireland’s Ancient East TV: 30 sec ad for all audiences

@irelandswaw @wildatlanticway @wildatlanticway #wildatlanticway

@irelandsancienteast @irelandsancienteast @ancienteastirl @irelandsancienteast #irelandsancienteast

Wild Atlantic Way TV: 30 sec ad for all audiences

Ireland’s Hidden Heartlands TV: 30 sec ad for all audiences

@irelandshiddenheartlands @irelandshiddenheartlands @heartlandsirl @discoverirelanddotie

TOP TIP: Reshare and embed the YouTube videos of our

#irelandshiddenheartlands

Keep Discovering regional TV ads on your own channels!

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Keep Discovering Social Media

Attracting more visitors through social media Social media plays a huge role in helping visitors discover new places and research and share their Irish holidays.

BALLINA KILLALOE BRIDGE, BALLINA, CO TIPPERARY

But Irish tourism businesses don’t always have the time or resources to make the most of social marketing and social word of mouth. To help you easily build out your social media content we have put together a suite of 30+ free, ready to go social graphics and customisable INDUSTRY TIP social frames “The assets told a really cool you can use story. We were able to use with your the images in our social media own images. plans, which saved us time, You can use and they had a really cool them on: call to action.” Facebook, Garry Kendellen, Marketing and Instagram Content Creation at Galway and Twitter.

Atlantaquaria

DO THIS NOW

Update your details on your social profiles including opening hours, address, Eircode, email, website and contact number.

Perfect your social media timing Here are the recommended best times that travel and tourism businesses should post on social media. This is based on the performance of thousands of tourism and travel accounts.

Ideal Time

Monday 11am – 3pm, Thursday 7am

Monday 10am – 2pm, Wednesday 8am – 9am.

Tuesday and Wednesday 9am – 1pm, Friday 10am-noon

Ideal Day

Thursday

Monday, Tuesday

Wednesday

Saturday, Sunday

Saturday

Sunday

Days to avoid

Source: Sprout Social

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Keep Discovering Giphy stickers

Social tips

Instagram Stories help you show your audience the spontaneous moments and experiences in your tourism business, like morning coffee overlooking the sea or behind the scenes meal prep.

We’ve created a suite of fun Keep Discovering Giphys for you, our industry partners, and consumers to use. You can find them here or click the sticker icon on Instagram Stories and search ‘Keep Discovering’.

Take 30 minutes to plan your social calendar for the week ahead.

Free Tool Try a free tool like Later.com to speed up planning, managing and analysing the performance of your social media accounts.

Facebook Post 1- 2 times a week, use link posts to get traffic to your website.

Instagram Post 4-5 times a week, use 2+ hashtags (including #KeepDiscovering). Use Instagram Stories with the Keep Discovering Giphy Stickers.

Use Emoji’s

Tag your location Always tag the location of your image so people can see where you are based and how to get to you.

Download your banners here

Keep Discovering social banners We’ve created Keep Discovering social banners you can use to update your social media profiles on Facebook and YouTube. Monitor your social media performance each week to see if your best days and times are different from the norm and adjust your plan accordingly.

Discovering the Irish language

Download your guide here

Incorporating the Irish language into your marketing strategy is a fantastic way to celebrate Ireland, utilise global interest in our national language and enhance the visitor experience. Fáilte Ireland has developed a useful guide that can be used all year round to provide you with some key phrases, sayings and social assets that will enable you to enhance your visitor experience with the Irish language.

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Keep Discovering Social Media

Social shareables and frames We know that holidaymakers are looking for amazing things to do all over Ireland, so we’ve included a collection of frames and social shareables to promote your business across Instagram, Facebook and Twitter.

Give your audience an incentive to book using our promotional value frames or choose from our selection of inspiring social captions. Enhance your Stories with our Keep Discovering posts or download assets for your county. From Donegal to Waterford, you can make your own content with these handy frames in minutes.

GET frames for every county!

Use Our Official Hashtags #KeepDiscovering #DiscoverIreland #WildAtlanticWay #LoveDublin #IrelandsAncientEast #IrelandsHiddenHeartlands

INDUSTRY TIP

“The social frames are very straightforward to use in Canva or Photoshop.”

- David Keenan, General

YOUR IMAGE HERE

YOUR IMAGE HERE

Manager at Keenan’s Hotel

Download frames and posts for your county here

Make your own social media posts with this free tool As part of this toolkit, you can download lots of editable frames to use on social media. Check out this video for a step-by-step guide on how to customise these frames using your own images.

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GOOD TO KNOW

Check out our how-to guide for helpful tips on how to find assets for your county on the Marketing Toolbox.

Value social media posts and frames Check out the following ready-to-go social media posts and frames branded for the Keep Discovering campaign. You can also download frames for your local regional experience brand.

 Three nights for two

 Romantic breaks

 Kids go free

 Pet friendly

 10% off

 Mid-week breaks

 Book now

 Over 55+ specials

 Free cancellation

...and more

TOP TIP

Download value social frames here

Download value social posts here

Check out the hashtag #KeepDiscovering on Twitter and Instagram to see how other businesses have used these frames.

Inspirational posts and frames

GET frames for Instagram Stories!

Check out our inspirational social media posts and templates branded for the Keep Discovering campaign.

 Visit us this summer  So many things to see and do here  More adventures this way  Plan your great Irish escape

Download inspirational social frames here

FRAMES FOR STORIES!

Download inspirational social posts here

Upgrade your Instagram and Facebook Stories with our Keep Discovering frames.

Download them here.

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Keep Discovering Content

Using content to reach more visitors People are consuming more digital content than ever, spending on average almost 7 hours a day* online. This presents a great opportunity to promote your tourism business online and reach new audiences. Users are more likely to share good, relatable content with their friends and family, so it’s important to give your followers content they find useful and will enjoy.

Whether you prefer blogging, social media or email marketing to tell your story, we have included a range of content ideas to support your business and inspire holidaymakers to visit.

THE ROYAL CANAL GREENWAY, CO WESTMEATH

Getting sociable online Check out our sample posts to help you create enticing content you can use on social media. Our Keep Discovering social media calendar is filled with engaging ideas to use on Facebook, Twitter and Instagram.

Download the template to your desktop or tablet and copy and paste the content onto your own profile. Edit the copy to suit your business or regional experience brand before you post.

Download the Keep Discovering social media calendar here

* DataReportal, Digital 2022 Global Overview Report

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Don’t forget to make the most of our campaign imagery, posts and frames and spread the word by tagging #KeepDiscovering so more users have the potential to see your post.

Increasing bookings with email Email marketing is one of the most direct methods of communicating with your audience. It’s also an effective way of driving more bookings. In fact, email marketing has a higher conversion rate than social media marketing, making it a great option for businesses on a tight budget.

consider. To help you get started, we’ve created a selection of email templates for tourism businesses. Check out our top tips and download the templates.

When it comes to creating a successful email, there are a few things to

TOP TIP

Get email templates here

5 tips to optimise your emails

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Use a short and snappy subject line which summarises the content of the email.

Personalise the email with the reader’s name in the introduction.

Check out our Email Marketing Guide for more templates and tips on how to create great emails that readers will want to open.

The copy in the body of your email should be friendly and informative.

Less text is more. Break up your copy with showstopping images to make it easier to read.

Include an enticing call-toaction at the end of your email to encourage clickthroughs.

Making the most of Discover Ireland content Creating your own content is a fantastic way to market your business but sharing ready-made content from other sources can also be effective, not to mention timesaving. There’s lots of great content

you can link to on our consumer websites DiscoverIreland.ie and VisitDublin.com.

Search for your business or county to find engaging stories you can share through links on your website, on social

media and in emails. These blog posts are packed with up-to-date information on everything your destination has to offer to help your followers plan a visit or short break.

TOP TIP

Found an article or video that you know your audience will love? Share it on social media to create engagement and encourage conversation.

Don’t forget to credit the original creator.

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Keep Discovering Content

Updating your business listing Your DiscoverIreland.ie or VisitDublin.com listing is a great way to showcase your business to a wide audience of holidaymakers. When you’re creating or updating your listing, make sure the information you include is accurate and relevant, and choose the best images to promote your business. The more informative your listing, the more potential visitors can start to understand why your business should be top of their list of places to visit. Set a recurring calendar notification to update your listing every quarter.

Update your listing here

TOP TIP

If you don’t have a listing on DiscoverIreland.ie or VisitDublin.com, you can set one up for free. Simply fill out your details on this form.

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Promoting your event Have you got an upcoming event that you want everyone to know about? Promoting your event on our consumer websites is a great way to build brand awareness and ensure your event receives maximum exposure. Our ‘What’s on’ pages showcase fantastic events taking place across Ireland.

From theatre, music and literature to a family-friendly festival, we welcome applications for all types of events. You can submit an event happening this year or next for promotion. Just register through our online portal.

Showcase your event

GUINNESS CORK JAZZ FESTIVAL 2021]

5 THINGS YOU NEED BEFORE SUBMITTING YOUR EVENT 1.

A good title and description to capture readers’ attention.

2. Confirmed event dates.

3. A link to the event online so users can find out more about the event e.g. a 'Book Now' page on your website.

4. An event email address.

5. A high-quality image to promote the event.

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Keep Discovering Checklist

10 things to do right now – Keep Discovering checklist your website with the Keep Discovering industry partner logo. Link 1 Update the home page of your website to the most relevant content or destination page on DiscoverIreland.ie or VisitDublin.com. your business and event listings on Discover Ireland or Visit Dublin.

2 Update Click here to update your listing and showcase your business to thousands of Irish people visiting the websites each day. your Google My Business listing with your opening hours, new photos 3 Update and business details to make sure you show up when visitors search online.

Find out how to edit or claim your listing in our Google My Business Guide. out Fáilte Ireland’s Marketing Toolbox for free Keep Discovering 4 Check images to use on your website, social media channels and emails. your own images with our branded Keep Discovering frames.

5 Customise There’s one for every county. our email marketing templates to optimise your engagement and 6 Download drive more bookings.

7 Update your Facebook and YouTube profiles with our Keep Discovering banners. your social media calendar using our handy template and find 8 Update inspiring copy to share on Facebook, Instagram and Twitter. and embed our YouTube videos of our Keep Discovering regional TV 9 Share ads on your online followers and tag #KeepDiscovering. on Instagram and Facebook Stories using the Keep Discovering frames 10 Post and Giphys.

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Need more support for your business?

Fáilte Ireland has created an extensive range of business supports with industry experts and sector bodies. Visit our Business Supports Hub or click on a support suite below.

Inside Tourism Business podcast

Sales and marketing

HR

Financial planning

Learning hub

Our regional experience brand teams are also here to help you. Get in touch with your relevant regional team if you have specific questions.

Miriam Kennedy

Liz Halpin

waw@failteireland.ie

dublin@failteireland.ie

Paddy Mathews

Brian O’Flynn

ihh@failteireland.ie

irelands.ancienteast@failteireland.ie

Head of Wild Atlantic Way

Head of Ireland’s Hidden Heartlands

Head of Dublin Region

Head of Ireland’s Ancient East

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#KEEPDISCOVERING #TOURISMTOGETHER​ © FÁILTE IRELAND 2024