Global Brand Strategy: Europe
Tourism Ireland required a strategic review and marketing plan to help drive forward their Northern Europe market cluster (Benelux and Nordics), but the region was quite diverse and fragmented and the data available was quite limited.
We carried out a strategic review of Northern European markets, by mining and analysing new data sources to generate insights about holidaymakers and their engagement with the Ireland brand. In workshops with the regional team, we identified key opportunities for driving growth, and developed marketing and communications strategy at both regional and individual country level.
“Brand Led Growth were highly resourceful in sourcing valuable new data via secondary research, and in coaching our local teams to generate further data from local sources. The quality of their insights and the power of their thinking allowed us to leverage strong synergy across the region for our strategy, while also identifying important local nuances.”
Peter Nash, Manager – Northern Europe, Tourism Ireland