CAMPAIGN ACTIVATION GUIDE
What's in it for my business?
CONTENTS
Make the most of Winter in Dublin Winter in Dublin action plan
Register your winter event
Use the Winter in Dublin logo
Use the Winter in Dublin AR filter
Social shareables
Download free images
Tell your story with email
Need more help?
Winter in Dublin Campaign Activation Guide – The Terms and Conditions of Use
By using the suite of assets and the Winter in Dublin logo, you are agreeing to the 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 activation guide. The assets may be used in print and digital marketing materials, provided they follow the guidelines outlined in this activation guide. The assets may not be used in signage, vehicular branding or packaging or merchandising of any kind, including clothing and uniforms. Fáilte Ireland reserve the right to withdraw the use of these assets from any ineligible business or a business that is using the assets in an inappropriate manner.
Drive bookings – be part of a national marketing campaign and benefit by association
Promote your business to new audiences by registering a winter event on VisitDublin.com
03 04 06 07 08 09 10 11 12
business?
Save time and money with ready-to-go marketing assets – simply download and post
Get practical marketing advice you can use immediately
Make the most of Winter in Dublin
This year, Winter in Dublin will return bigger and better than before. With an incredible programme of headline events as well as a host of ‘always on’ activities, the campaign will inspire people to visit the capital during the winter months.
To ensure Winter in Dublin reaches a wide audience, the campaign will be featured across various channels, including social media, email, national and regional radio stations, podcasts and music streaming platforms.
Running from November through to January 2024, each month will have a dedicated theme and festivities with plenty of opportunities for tourism businesses to get involved.
November will shine a light on activities that take place after dark. Museums will run special events later in the evening and Dublin’s dark histories and ghostly medieval tales will be unearthed through various tours. Enjoy music recitals in hallowed spaces and cosy evenings in some of Dublin’s famous venues.
December focuses on the festive season with a range of events happening throughout the month such as family Christmas experiences, festive light displays and twilight bus tours. During December visitors to the city can experience the city’s buzzing nightscape including the spectacular New Year's Festival at the end of the month.
January is a celebration of music. The month explodes with New Year’s Festival and is delightfully rounded off with Tradfest with various other festivals taking place in-between. Visitors will have the opportunity to navigate the cultural fabric of the city on musical walking tours, enjoy stories of icons on backstage studio tours and immerse themselves in attractions telling the stories of Dublin’s musical legends!
Quick Start
If you're stuck for time, get the Winter in Dublin logo and customisable frames for social media here.
How to use this guide
This is a digital guide. Wherever you see the download symbol, you can access assets and resources from Fáilte Ireland’s Marketing Toolbox. Log in with your Ireland’s Content Pool user details or register to create a new account. Watch our handy tutorial video here for more tips on how to use the platform.
3 WILD LIGHTS, DUBLIN ZOO, DUBLIN CITY. COVER IMAGE: WINTERFEST, GUINNESS OPEN GATE BREWERY, DUBLIN CITY
Introduction
i n , Fá l t e erI dnal
Liz Halpin, HeadofDubl
Your Winter in Dublin action plan
Follow these 8 steps to ensure your business is set up for success this season.
1 2 3 5 4 6 7 8
Promote your winter events in front of thousands of people by registering on Fáilte Ireland’s Events Portal. Turn to page 6 for more details.
Download the Winter in Dublin logo. Use it all across your marketing from 1st November – 31st January. Learn more on page 7.
Customise your social media content with the Winter in Dublin social shareables. Find out more on page 9.
Get your visitors to use the Winter in Dublin AR filter and tag your business on social media. Discover how it works on page 8.
Expand your social media reach using the Winter in Dublin campaign hashtags: #WinterInDublin and #LoveDublin
Access free videos and images from Ireland’s Content Pool to use in your sales and marketing activities. Scroll to page 10.
Boost your online presence by tagging @VisitDublin on Twitter or Instagram and share your content with a larger audience. See page 6 for more.
Send a Winter in Dublin-themed email to your customer database to encourage them to book. Check out sample copy on page 11 for inspiration.
4 WINTER IN DUBLIN | CAMPAIGN ACTIVATION GUIDE Winter in Dublin action plan
O'CONNELL STREET AT CHRISTMAS, DUBLIN CITY
CAFEENSEINE , DUBL I N DUBLIN GHOS T B U S ,RUOT NILBUD DLIW L I G H T S D UBLIN ZOO VIKING BOAT , R I V E R L I ,YEFF NILBUD
Get inspiration from other tourism businesses
Check out examples of what other tourism businesses did last year to make the most of the Winter in Dublin campaign.
@homeofguinness using the Winter in Dublin logo on social media.
@littlemuseumdub using a Winter in Dublin frame to customise their Instagram post.
@staycityco using a Winter in Dublin frame for their Instagram post.
@crokepark_official using the Winter in Dublin official hashtag to help more visitors find their Instagram post.
5
EPIC The Irish Emigration Museum updating its website with the Winter in Dublin logo.
Register your winter event
Register your winter event
Have you got an upcoming event? Make sure to register on Fáilte Ireland’s Events Portal and your event will be promoted in front of thousands of consumers who log on to VisitDublin.com every month.
Don't forget to update your business listing on vistitdublin.com
Find out what’s on in Dublin
Here’s where your event will be listed on Visit Dublin. Our marketing activity will bring consumers here, so this is a great free way to highlight your event.
Tag us on social media
TAG US #WinterInDublin #LoveDublin
#KeepDiscovering
We love to see your Winter in Dublin content on social media – we might even reshare it with our followers! Tag @VisitDublin and use these hashtags so your social media posts can be found by a larger audience. This is a great way to extend your reach and drive awareness of everything you have to offer this winter.
6 WINTER IN DUBLIN | CAMPAIGN ACTIVATION GUIDE
TOP TIP
Use the Winter in Dublin logo
The Winter in Dublin logo has been specially created to help unify our communications to visitors on all that’s great about a winter visit to our capital city. You can use it all across your marketing; on your website, emails, social media posts, advertisements and point of sale materials. Download
How to apply the logo
The logo can be applied as a hero message (examples 1 and 2) or can be used as part of a lock up, as shown in example 3.
TOP TIP
Let people know you're taking part in Winter in Dublin! Check out the hashtag #WinterInDublin to see how other businesses have applied the logo in their communications.
7
the Winter in Dublin logo
Use
the logo
1) SHELBOURNE HOTEL, DUBLIN
2) CARNIVAL, DUBLIN CASTLE
2 3 1
3) TRAD FEST, TEMPLE BAR, DUBLIN 4) CROKE PARK, DUBLIN
Use the Winter in Dublin AR filter
The Winter in Dublin AR (augmented reality) filter is a fun and easy way to share the magic of winter in the city on social media. The filter works with your mobile phone camera to create an interactive experience on Instagram Stories. You can find the filter on the Visit Dublin Instagram page (click the link in the bio!) or it can be accessed through the new Winter in Dublin QR code.
Download the QR code here and use it across your marketing materials this season. The AR filter is a great way to leverage the Winter in Dublin campaign and offer visitors a little bit of
magic this season. Why not encourage your customers to use the filter and share their experiences online?
Print the QR code onto your menu, posters or include it in your email communications so visitors can easily scan the code with their mobile phones. When the code is scanned, it will prompt users to click on a link that will take them to the Winter in Dublin filter on Instagram.
Try the filter yourself by scanning the QR code on this page or tap the link in our Instagram bio –@VisitDublin.
8 WINTER IN DUBLIN | CAMPAIGN ACTIVATION GUIDE
filter
Winter in Dublin AR
LIFFEY BOARDWALK, DUBLIN CITY
Winter in Dublin social shareables
To make it easier for you to attract more visitors this winter we’ve created a suite of ready-to go social media graphics, Giphy stickers, and handy customisable frames you can use to make your own posts.
You’ll also find social media banners to update your social media profiles on Facebook and YouTube
We’ve made these frames square, so they work on LinkedIn, Facebook and Twitter, just add your image
shareables TAG US
#LoveDublin #WinterInDublin #KeepDiscovering
the giphy
Social
Use these hashtags
Download
TOP TIP
1) HA'PENNY BRIDGE, RIVER LIFFEY, DUBLIN
2) CITY HALL, DUBLIN
Download Social shareables 3 2 1
3) PYGMALION, SOUTH WILLIAM STREET, DUBLIN
Download your content
Download free images
You can access 100s of free videos and images to market your business this season on Ireland’s Content Pool. You can also upload your own Winter in Dublin imagery to share on the platform. Make sure to tag them with ‘Winter in Dublin’ in the additional information field so users can easily find your content.
Upload images
FREE IMAGES
Access 100s of free images to use in your marketing and emails, log in to: Ireland’s Content Pool
10 WINTER IN DUBLIN | CAMPAIGN ACTIVATION GUIDE
WILD LIGHTS, DUBLIN ZOO
SAINT GERMAIN 7 CAFE, MALAHIDE
CHQ BUILDING, DUBLIN
Tell your story with email
Email marketing is an effective way to drive more bookings. Send a Winter in Dublin-themed email to your customer database to encourage them to make a booking with your business this season. Download our sample email copy for inspiration on what to write.
Download email banner
From: Boutique Hotel and Spa
Subject: The countdown is on to Winter in Dublin Don’t
Boutique
UNSUBSCRIBE | PRIVACY POLICY
For more expert tips on email marketing, see our Email Marketing Guide
Learn how savvy emails can help you increase bookings.
Download email copy
11
Tell your story with email REPLY
miss out on Winter in Dublin
a family trip or book a break with friends,
a better time thanks to
unmissable deals.
with a spot of shopping on
and catch
tapping
session
COMPANY LOGO HERE
Plan
there’s never been
our
Treat yourself
Grafton Street
a toe
trad
in Temple Bar. Visit charming cafés in Dublin 8 for long overdue catch ups and experience the city’s unrivalled restaurant scene. Watch as winding streets come alive under the night skies - let’s rediscover the buzz of our amazing capital.
Hotel and Spa, Grafton St, Dublin, Ireland. H91 0000 +353 01 123 4567 • reservations@boutique-hotel.ie
TOP TIP
MALAHIDE CASTLE AND GARDENS, MALAHIDE
THE GRAND SOCIAL, DUBLIN
GUINNESS STOREHOUSE, DUBLIN
© FÁILTE IRELAND 2023 #winterindublin visitdublin.com Daire Enright daire.enright@failteireland.ie Hayley Kavanagh Hayley.Kavanagh@failteireland.ie Need more help? Contact us on winterindublin@failteireland.ie or get in touch with a member of the Dublin team if you have specific questions.
