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.

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.

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.

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.