Interactive tourism experience
Inspiring Visitors to Explore Northern Ireland
Inspiring Visitors to Explore Northern Ireland
- Travel and tourism
- Video branching
- Interactive video
Transforming Tourism in Northern Ireland through Interactive Video
Northern Ireland’s tourism board wanted to reach new audiences and inspire potential visitors to explore the region’s rich history, natural beauty, and cultural experiences.
This interactive video campaign transformed Northern Ireland’s tourism strategy, allowing viewers to not only visualise but actively plan their dream vacations.
By empowering audiences to engage directly with Northern Ireland’s offerings, Fluent Media helped the tourism board create an innovative and memorable experience that went beyond traditional marketing, making Northern Ireland a top-of-mind destination for travellers worldwide.
CHALLENGE
Reach New Audiences Overwhelmed by Choice
The tourism board faced several specific challenges
- Overwhelming Information Choices
Northern Ireland offers a vast array of attractions, from historical sites to natural wonders. Potential visitors often found it difficult to prioritise the destinations that would best suit their interests. - Engagement with Standard Content
Traditional promotional videos weren’t generating the interaction rates needed to convert views into planned vacations. A dynamic solution that actively involved viewers was needed. - Limited Data on Tourist Preferences
Without a means to engage potential visitors during the video experience, the tourism board struggled to gather valuable data on which locations and activities drew the most interest.
APPROACH
Creating an Interactive Video Experience
We decided on an approach that would serve as both a virtual tour and a planning tool.
Branching options allowed viewers to choose content based on their interest such as nature & adventure history & heritage food & culture.
Interactive touch points offered options to “add to itinerary” buttons, creating a personalised travel plan. Calls To Action (CTA’s) encouraged viewers to learn more about booking travel accommodation and guided tours.
Data tracking tools to capture insights such as which pathways were most popular, what types of content held viewers’ attention the longest, and which destinations were frequently added to virtual itineraries allowed us to understand potential visitors’ interests.
RESULTS
Engaging Audiences and Driving Tourism Interest
The campaign was a remarkable success, dramatically increasing engagement & interaction rates 9 X times higher than traditional video content, with viewers actively exploring Northern Ireland’s attractions, switching between pathways and building their personalised itineraries.
Including CTA’s resulted in a direct increase in conversions with more viewers turning interest into action by planning their trips.
Data collected was crucial in tailoring marketing campaigns and refining tourism offerings. With visitors feeling more informed and connected to Northern Ireland’s unique offering, this campaign positioned Northern Ireland as a digitally forward, vibrant destination.
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SERVICES
CONNECT
CONTACT
- Fluent Media Ltd
- Company number: 16201773
- 128 City Road
- London
- EC1V 2NX
- Contact@fluentmedia.co.uk