Fáilte Ireland
Discovering something new on your own doorstep.
Rocky coast in Malin Head

Fáilte Ireland is the official state-body in Ireland for developing the domestic tourism industry. We all might think that we fully know the country we live in which is why Fáilte Ireland challenged us to create an experience that would encourage Irish visitors to discover new things to see and do across the country, helping them to make the very most of their holidays.

Screenshot from the Discover Ireland website
Visitor-centric Experiences

To meet this challenge, we put the visitor at the centre of the experience and set about gaining a deep understanding into what inspired visitors to take a holiday, how they approached planning a break, and finally how they might be guided to make the most of the experience when at their holiday destination.

Inspire, plan and guide.
Insights & Integration

We identified valuable insights across each of these phases and set about weaving them all together into a seamless journey for the visitor. This required a complex deployment of progressive technologies, integration of industry content, alignment with a portfolio of experience brands, and a reframing of the way in which tourism industry members extract greater value from the digital platform.

Three screenshots from the Discover Ireland mobile website
You cannot not communicate

When communicating your brand every word and every image says something. The same is true for every little movement or interaction, how a page builds or how a button responds. Every detail of Discover Ireland was considered and refined to ensure we delivered an experience that people could feel, be immersed in and respond to.

Design examples extracted from the Discover Ireland website
Agile Collaboration

The project’s success was defined by a highly collaborative relationship with the Fáilte Ireland teams across all levels — a relationship built on trust, openness and commitment. We trained key members of the Fáilte Ireland team in Agile processes and built a working culture together that empowered us all to positively engage with the insights, complexities, opportunities and challenges that a ground-breaking project such as this presented.

“Fáilte Ireland is delighted to have All human as partners on the transformation of discoverireland.ie, a ‘go to’ site for the domestic holidaymaker. All human’s people, processes, quality of digital output, as well as their collaboration is highly commendable.” Claire Cadogan, Head Of Digital Marketing, Fáilte Ireland
Sunset on the Cliff of Moher
From the moment a person dreams of a break at home, in Ireland, to the moment they share their last holiday on social and every moment in between, Discoverireland.ie delivers.
Innovations & Enhancements

We work in partnership with our clients to craft experiences that people love. Our creative and human-centred approach empowers Fáilte Ireland to grow domestic tourism.

  • An engaging Discoverireland.com
  • A structured Design System
  • An upskilled team using Agile
  • Awwwards Mobile Excellence Award
  • New website of the Year 2021 - DBI
  • Enhancement of digital assets
  • Performance Optimisation - CRO
Irish Life Health
A family at the beach
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