Fáilte Ireland's Keep Discovering Industry Toolkit

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NEW 2022 EDITION

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

FREE INSIDE New social media assets for every county 100s of ready-to-go campaign images and videos Make your own content in minutes


TABLE OF CONTENTS Brand Architecture

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Photography and Video

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Social Media

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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, and we hope that you, our industry partners, will leverage Keep Discovering to attract more domestic visitors and help drive revenue for your business by showcasing our country’s worldfamous hospitality, attractions and activities. Our industry toolkit makes it easy for you to get involved. In these pages, you’ll find free tools and resources you can use to support your marketing. You’ll also discover brand new ready-to-go assets, including social media graphics for every county and campaign videos you can share on your channels. Or use our branded social media frames to quickly customise your own images. It’s easier than ever to download these assets to your desktop or mobile from our new 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 Marketing 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.

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

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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. Fáilte Ireland’s Marketing Toolbox is a free resource, stocked with thousands 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 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.

GOOD TO KNOW

Log in to Fáilte Ireland’s

We’ve created a user guide with helpful tips on how to use the Marketing Toolbox. You can find it here.

STRANDHILL, CO SLIGO

Marketing Toolbox

How to access free images and videos on the Marketing Toolbox

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1.

Visit www.failteirelandmarketing.ie.

2.

Do you have an Ireland’s Content Pool account? Log in using your Ireland’s Content Pool username and password.

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If you don’t have an account, you can register as a new user. Simply follow the instructions on screen.

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Once you log in, you can search easily by county, file type or social media platform.

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For example, to find Keep Discovering campaign images, enter ‘Keep Discovering’ in the search bar and filter by Media Type.

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You can also filter by County to find images or videos for your business location.

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Once you’ve found an image or video you like, click on it to select it.

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You can then download your preferred file size on the right-hand side of the screen.

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Click the ‘clear filters’ button to remove all filters and run a new search. STRANDHILL, CO SLIGO


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. As part of our Keep Discovering campaign, we’ve made it easy for you to use our suite of inspiring videos on your own social channels.

GOOD TO KNOW

Consumers love video marketing, spending on average 19 hours a week watching online videos. [Wyzowl, 2022]

Dublin TV: 30 sec ad for all audiences can be used on all channels

National advertising TV: 30 sec ad for all audiences - can be used on all channels Instagram: 12 sec ad targeting an under 35s audience Facebook: 12 sec ad targeting an over 35s audience

Ireland’s Hidden Heartlands TV: 30 sec ad for all audiences can be used on all channels Instagram: 12 sec ad targeting an under 35s audience Facebook: 12 sec ad targeting an over 35s audience

Wild Atlantic Way

Instagram: 12 sec ad targeting an under 35s audience Facebook: 12 sec ad targeting an over 35s audience

Ireland’s Ancient East

TV: 30 sec ad for all audiences can be used on all channels

TV: 30 sec ad for all audiences can be used on all channels

Instagram: 12 sec ad targeting an under 35s audience

Instagram: 12 sec ad targeting an under 35s audience

Facebook: 12 sec ad targeting an over 35s audience

Facebook: 12 sec ad targeting an over 35s audience

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Keep Discovering Photography and Video

Keep Discovering county videos Video is a great tool to promote your tourism business. To help you attract new customers, we have included a selection of county videos for use on your own social media accounts. If you see your county below, you can download the video and share it on Facebook or Instagram to entice new visitors.

Mayo

Sligo

15 second ad suitable for Facebook or Instagram Stories

15 second ad suitable for Facebook or Instagram Stories

15 second ad suitable for Facebook or Instagram feed

15 second ad suitable for Facebook or Instagram feed

TOP TIP 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’.

GOOD TO KNOW

Waterford

Kerry

15 second ad suitable for Facebook or Instagram Stories

15 second ad suitable for Facebook or Instagram Stories

15 second ad suitable for Facebook or Instagram feed

15 second ad suitable for Facebook or Instagram feed

Galway 15 second ad suitable for Facebook or Instagram Stories 15 second ad suitable for Facebook or Instagram feed

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Don’t see your county video here? Check out the Marketing Toolbox for campaign images and social media assets you can use instead. There’s content for every county!


Cork 15 second ad suitable for Facebook or Instagram Stories 15 second ad suitable for Facebook or Instagram feed

Wexford 15 second ad suitable for Facebook or Instagram Stories 15 second ad suitable for Facebook or Instagram feed

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

Clare 15 second ad suitable for Facebook or Instagram Stories 15 second ad suitable for Facebook or Instagram feed

@visitdublin @visitdublin @visitdublin @visitdublin #lovedublin

®

@thewildatlanticway

Kilkenny 15 second ad suitable for Facebook or Instagram Stories

@irelandswaw @wildatlanticway @wildatlanticway #wildatlanticway

15 second ad suitable for Facebook or Instagram feed @irelandsancienteast @irelandsancienteast @ancienteastirl @irelandsancienteast

Donegal

#irelandsancienteast

15 second ad suitable for Facebook or Instagram Stories 15 second ad suitable for Facebook or Instagram feed

@irelandshiddenheartlands @irelandshiddenheartlands @heartlandsirl @discoverirelanddotie #irelandshiddenheartlands

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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 calendar we have put together a suite of 30+ free, ready to go social graphics and customisable social frames you can use with your own images. You can use them on: Facebook, Instagram and Twitter.

DO THIS NOW

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

Perfect your social media timing Here’s the best times to post for travel and tourism based on the performance of thousands of tourism and travel accounts.

Best Time

Best Day

Worst Days

Monday 11am – 3pm, Thursday 7am

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

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

Thursday

Monday, Tuesday

Wednesday

Saturday, Sunday

Saturday

Sunday

Source: Sprout Social

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Keep Discovering Giphy stickers 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’.

Social tips 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.

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.

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

NEW frames for every county!

Use These Hashtags #KeepDiscovering #DiscoverIreland #WildAtlanticWay #LoveDublin #IrelandsAncientEast #IrelandsHiddenHeartlands

GOOD TO KNOW

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

YOUR IMAGE HERE

YOUR IMAGE HERE

Download frames and posts for your county here

Free tool for making your own social posts with the branded frames As part of this toolkit you can download lots of social media branded frames. Check out this video for a step-by-step guide how to use these branded frames with your own images.

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

 Outdoor dining

 Three nights for two

 Romantic breaks

 Kids go free

 Pet friendly

 Kids Club

 Mid-week breaks

 10% off

 Book early

 20% off

 Over 55+ specials

 Free

 Get the family together

 Book now

 Girls’ reunion

 Free cancellation

 Friends’ reunion

 Partner deals from local businesses

 Special group deals

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 social posts and frames Check out the following ready to go social media posts and templates all branded for the Keep Discovering campaign.  Visit us this summer  Say hello this summer  Make more memories  So many things to see and do here  Feeling alive  More adventures this way  Plan your great Irish escape  Time to take a breath

ZOOM IN

Download inspirational social frames here

Customise your video call backgrounds with the Keep Discovering suite of graphics. Get the backgrounds here.

Download inspirational social posts here

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Keep Discovering Checklist

9 things to do right now – Keep Discovering checklist 1

Update your website with the Keep Discovering industry partner logo and link the home page of your website to the most relevant content or destination page on DiscoverIreland.ie or VisitDublin.com.

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Check your business listing on Discover Ireland is up-to-date and showcase your business to thousands of Irish people visiting the website each day. Click here to update your listing.

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Update your Google My Business listing with your opening hours, new photos 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.

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Check out Fáilte Ireland’s Marketing Toolbox for free Keep Discovering images to use on your website, social media channels and emails.

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Follow our social media accounts listed on page 9. Update your Facebook and YouTube social media profiles with the Keep Discovering banners.

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Update your social media plan with our new county frames (page 12) and videos (page 7) from the Keep Discovering campaign, tag us and use #KeepDiscovering.

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Use a free tool like Canva to add the frames to your own images as detailed in our how-to video on page 12.

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Post on Instagram and Facebook Stories using the Keep Discovering 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 2022