Tasked with developing a strategic digital marketing plan for Fáilte Ireland, the national tourism authority in Ireland.

The goal was to increase sustainable domestic tourism among 18-45 year olds.

Content:

Began by conducting comprehensive primary and secondary research through interviews, surveys, and data analysis.

Based on key insights around perceived trade-offs between sustainability and experiences, the strategy aimed to reposition sustainable travel as an enhanced experience that benefits both individuals and communities.

The multi-channel approach included developing educational website content around 5 pillars of sustainable travel, influencer collaborations, social media campaigns, optimizing DiscoverIreland.com, a new mobile APP to inspire conscious choices.

Introducing the "Experience the Difference" campaign.

Wireframes to map out the information architecture and navigation. This included a focal "Experience the Difference" hub page with pillar subpages. I then added custom illustrations, typography and icons inspired by Fáilte Ireland's branding. Dynamic elements like image carousels and interactive maps brought the pages to life.

To translate the strategy visually, I spearheaded designing fully functional mockups of the proposed website updates and a new travel mobile APP. This involved extensive research, UIUX design thinking, and iteration.

Designed custom login/registration screens with location access features. Inspired by Pinterest, users could "pin" favorite destinations to digital boards for trip planning. Charts visualized potential carbon savings from sustainable mobility choices. Users could then seamlessly explore a full trip from start to finish within the APP prototype!

Embracing the popular concept of digital vision boards, our APP offers a unique "Save" and "Pin" feature inspired by Pinterest. Users can easily save their favorite content and create collections for their travel plans, enabling them to curate their dream itineraries in a user-friendly and visually appealing manner.

The APP goes beyond the ordinary with its integrated maps-like guidance system. Users can now see the estimated carbon emissions they could save by opting for sustainable mobility options and making conscious travel decisions that positively impact the environment.

Presented the proposal to the client Fáilte Ireland, received positive feedback, and creating the mockups was transformational for building my skills in creative design.