Carlow Tourism required a creative PR campaign to launch their new brand strapline ‘Wander off the Track’. The target audience were intrepid visitors with a love for the outdoors looking for less discovered, good value breaks with breath-taking scenery and memorable experiences.
What we did
During a busy lead up to the tourism season and the re-opening of the hospitality industry, we developed a PR campaign that focused on domestic visitors looking for the less obvious and undiscovered experiences. Broadcaster and Carlow native, Kathryn Thomas fronted the campaign providing a relevant celebrity endorsement, stand out launch images and video content for social platforms. Narrate PR managed all aspects of the campaign from planning and strategic advice to media relations, social media strategy, liaising with Kathryn’s agent and press trips.
What we achieved
We achieved editorial in national media including the Irish Independent and launch images were featured in the Irish Independent, Irish Mirror and the Irish Times images of the day. Feature articles were secured in the Irish Times Saturday magazine, Irish Independent, RTE Guide, Irish Farmer’s Journal and Irish Country magazine. Key messages resonated and positioned the county as an alternative staycation location. Over 20 articles were achieved for the launch delivering a ten-fold return on spend for Carlow Tourism.