Tourism Ireland seeks tool to assess international influencers

Tourism Ireland, the state agency responsible for promoting Ireland as a tourist destination globally, is seeking an influencer marketing tool to help it showcase the country overseas.

Influencers are the owners of social media accounts which have the ability to influence potential buyers of a product or service by promoting or recommending the items online

The agency is hoping to use the tool to allow it to identify and assess influencers who would be effective in promoting the island of Ireland.

The tool is to be used to help identify influencers with real followers, and who deliver engaging content about Ireland with their audiences.

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Tourism Ireland hopes to assess influencers from countries across the world, including in the UK, US, Australia, France, the UAE, India and China. It said it would require licences for up to 20 users based in those markets.

The state agency has utilised influencer marketing in the past. It previously teamed up with Steller, an online storytelling application, to dispatch a group of 28 influencers across Ireland with digital recording equipment to tell the story of their time in the country.

The series of stories created by the influencers, including US actor Tom Skerritt, were subsequently collated into a new collection on the Steller platform called ‘A Digital Day in the Life of Ireland‘. It delivered over 27m online impressions and was worth $2.5m (€2.3m).

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Sunday Indo Business

Tourism Ireland, the state agency responsible for promoting Ireland as a tourist destination globally, is seeking an influencer marketing tool to help it showcase the country overseas.

Influencers are the owners of social media accounts which have the ability to influence potential buyers of a product or service by promoting or recommending the items online

The agency is hoping to use the tool to allow it to identify and assess influencers who would be effective in promoting the island of Ireland.

The tool is to be used to help identify influencers with real followers, and who deliver engaging content about Ireland with their audiences.

Please log in or register with Independent.ie for free access to this article.

Tourism Ireland hopes to assess influencers from countries across the world, including in the UK, US, Australia, France, the UAE, India and China. It said it would require licences for up to 20 users based in those markets.

The state agency has utilised influencer marketing in the past. It previously teamed up with Steller, an online storytelling application, to dispatch a group of 28 influencers across Ireland with digital recording equipment to tell the story of their time in the country.

The series of stories created by the influencers, including US actor Tom Skerritt, were subsequently collated into a new collection on the Steller platform called ‘A Digital Day in the Life of Ireland‘. It delivered over 27m online impressions and was worth $2.5m (€2.3m).

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Sunday Indo Business

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