Limerick City & County Council
Limerick 11 Summer 2022 Campaign
via Limerick 11
Background
Southern Advertising provided comprehensive marketing services to Limerick City & County Council for their L11 Summer 2022 Campaign. This included strategic planning, creative concept development, multi-media marketing campaign execution, and digital advertising management.
The primary objectives of the L11 Summer 2022 Campaign were to position Limerick as a leading staycation destination, support the tourism sector’s recovery and growth, drive campaign awareness and engagement, promote offers from participating businesses, and emphasise Limerick’s designation as a Wild Atlantic Way Gateway City.
Objective
The L11 Summer 2022 Campaign aimed to position Limerick as a premier staycation destination, leveraging its rich history and vibrant offerings. Through multi-media marketing channels including social media, digital advertising, and radio, the campaign showcased prize experiences, themed itineraries, and promotions from participating businesses to attract both local and national audiences.
via Limerick 11
Output & Assets
Advertising Output
Social Media Advertising: Engaged audiences across Facebook, Instagram, TikTok, LinkedIn, and Twitter through targeted ads to generate link clicks, video views, reach, and engagement.
Native Content: Released detailed native content schedules on Facebook, Instagram, and Twitter covering prize experiences, promotions, and themed itineraries. Graphic templates were provided to stakeholders for wider social media promotion.
Influencer Marketing: Collaborated with locally based influencers to authentically promote Limerick experiences aligned with the L11-themed itineraries, reaching wider audiences on Instagram.
Digital Campaign: Utilised Google search ads with keywords focusing on family fun and hotel accommodations, along with display advertising and e-marketing to subscribers on the Limerick.ie mailing list.
Radio Campaign: A 30-second advert aired on national radio stations Today FM and Newstalk, targeting adults 25+ to increase campaign visibility.
Southern Advertising devised a multifaceted strategy centred around leveraging Limerick’s unique selling proposition – its 1,100th anniversary – to captivate audiences and foster engagement.
Paid advertising campaigns were strategically utilised to amplify reach and drive traffic to the campaign hub, limerick.ie/11.
The strategy also encompassed the development of themed itineraries, influencer marketing, and social media activation to encourage participation and enhance campaign visibility.
Research & Strategy Development
Market Analysis: Conducted thorough research to understand current tourism trends, audience preferences, and competitor strategies in the domestic travel market.
Segmentation: Identified key target audience segments including families, outdoor adventurers, wellness travellers, conscious travellers, and social energisers to tailor marketing initiatives accordingly.
Campaign Concept: Developed the “Limerick 11” creative concept leveraging Limerick’s 1100th anniversary as a unique selling proposition. This concept aimed to resonate with audiences by highlighting Limerick’s rich history and offering engaging opportunities centered around the number “eleven” to encourage participation and social media activation.
Collaboration: Worked closely with stakeholders including Limerick City & County Council, Southern Media, and participating businesses to align objectives, define target audiences, and outline campaign initiatives.
Implementation
Multi-Channel Marketing: Developed a comprehensive marketing strategy encompassing social media, digital advertising, native content, influencer marketing, and radio advertising to maximise campaign reach and engagement.
Content Planning: Created a detailed content calendar outlining social media posts, native content releases, and influencer collaborations aligned with campaign themes and objectives.
Audience Engagement: Implemented strategies to foster audience engagement and participation through interactive contests, themed itineraries, and promotions from participating businesses.
Influencer Engagement: Identified and engaged locally based influencers whose audience demographics aligned with the campaign’s target audience to amplify reach and authenticity.
Measurement and Optimisation: Continuously monitored campaign performance across all channels, collecting data on engagement metrics, website traffic, conversion rates, and stakeholder participation. Utilised insights to optimise campaign tactics and adjust strategies in real time for maximum impact.
Evaluation & Analysis
Post-Campaign Evaluation: Conducted a comprehensive post-campaign analysis to assess the
effectiveness of the marketing initiatives in achieving campaign objectives.
Feedback Collection: Gathered feedback from stakeholders, participating businesses, and audience surveys to evaluate satisfaction levels, identify areas for improvement, and measure overall campaign impact.
Performance Reporting: Generated detailed reports highlighting key performance indicators such as engagement metrics, traffic statistics, conversion rates, and stakeholder involvement to provide insights into campaign success and inform future marketing efforts.
Campaign Results
Key Performance Indicators
| Engagement Metrics | – Social media engagement metrics including likes, comments, shares, and hashtag usage (#Limerick11). – Number of visits and interactions on the campaign hub limerick.ie/11 |
| Traffic and Conversion Rates | – Website traffic generated from social media and digital advertising. – Conversion rates for competition entries, newsletter sign-ups, and sales for participating businesses. |
| Influencer Impact | – Reach and engagement metrics from influencer marketing activities. – Impact on brand awareness and audience sentiment through influencer-generated content. |
| Radio Campaign Performance | Radio ad reach and frequency metrics (Opportunities to Hear, Gross Rating Point) to measure advertising impact. |
| Stakeholder Participation | – Number of participating businesses and their level of involvement in offering themed promotions and experiences. – Feedback and satisfaction levels from stakeholders regarding campaign support and collaboration. |
| Overall Campaign Awareness and Impact | – Overall campaign awareness measured through surveys or post-campaign analysis. – Impact on positioning Limerick as a leading staycation destination and driving tourism growth during the summer period. |
