Tourism and hospitality businesses across Limerick benefit hugely from Double Your Summer campaign

  • Double Your Summer - Celia Holeman Lee

Tourism and hospitality businesses across Limerick have reaped the benefits of the latest tourism campaign ran by the Marketing & Communications Department of Limerick City and County Council. Double Your Summer was supported by Fáilte Ireland and promoted Limerick’s emerging status as a Gateway city to the Wild Atlantic Way and one of Ireland’s leading destinations for value, welcome and excitement.

The overall campaign was managed through the  campaign hub Limerick.ie/Double-Your-Summer, managed and updated by Limerick City and County Council’s marketing team and was promoted across Limerick.ie’s social media channels, Facebook, Instagram and Twitter.

A total of 48 local businesses including hotels, restaurants and small businesses participated in the Double Your Summer eight-week multi-media marketing campaign which ran from 21 June to 15 August 2021 and featured a huge number of unmissable offers. Limerick City and County Council worked in partnership with these businesses across Limerick to maximise the offering to visitors ensuring that Limerick had ‘something different to offer for the summer’.

During the eight-week period the #DoubleYourSummer hashtag had 3.52 million impressions (number of times a post has been displayed) with a total reach (the amount of people that have seen the content at least once) of 1.24 million users.

The campaign provided a range of incentives and reasons for visitors to come to Limerick, do more, try something new, stay longer or to extend their coastal holiday in the city and county. It offered people the opportunity to win one of four fantastic prize experiences - Double the Delicious, Double the Adventure, Double the Culture and Double the Indulgence, in collaboration with social media content creators Trisha Lewis, Caroline Hassett, Meghann Scully and Celia Holman Lee.

It also included Limited Edition Offers that gave priority access for potential visitors, via a redeemable code, to high value limited edition stakeholder offers when the visitor signed up to the Limerick.ie mailing list.

Feedback from participating businesses has highlighted the impact the Double Your Summer campaign has had on their business.

One business said their limited offer sold out in seven minutes, while one of the participating hotels said their family rooms were almost fully booked just weeks into the campaign.

Other participants said their advertised offer rate sold out, while another added that they increased their social media followers within less than 24 hours of one of the influencers posting about their business.

Donnacha Hurley, Absolute Hotel General Manager said while the booking dynamic of potential source markets for hotels and other businesses has fundamentally changed from 2019 to 2020 and into 2021, the Double Your Summer campaign made ‘a significant contribution’ to Summer 2021.

“The increased traffic to the website of our business from the campaign converted to hotel stays in the short term and also helped contribute towards changing perceptions of Limerick City in the medium and longer term,” he pointed out. “As business operators in Limerick, we support all activities that improve the future positioning of Limerick as a destination to visit both for business and leisure. The increase in web traffic to our site demonstrates the ability of a digital campaign to make a difference to contribute to achieving eventual success for Limerick as a destination.”

Head of Marketing and Communications at Limerick City and County Council, Laura Ryan said the main aims of the campaign were to position and promote Limerick as a great value staycation destination.

“Limerick was this summer designated as a Wild Atlantic Way Gateway city and it was great to work in partnership with local hospitality businesses to promote visitor experiences while maximising our position as a gateway to explore the West Coast,” she said. “Despite the obvious challenges of Covid, we were very pleased with the results of our campaign which connected with our audiences and drove engagement with all of our promotional channels to keep Limerick front of mind this summer.”

The Double Your Summer campaign was the latest initiative by Limerick City and County Council. It built on the success of last year’s 50 Days of Summer campaign that helped transform 2020’s Covid challenged summer into a tourism season success.

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