The Chamber set out a roadmap for recovery during the lockdown which resulted in the following strategy being put in place:
The aim of this was to create a Marketing Campaign to promote the town on a phased basis as the country reopened for business. This plan was executed carefully and underpinned by a safety-first message.
The campaign has been hugely successful to date, and the feedback is that businesses have been doing well and recovering successfully from the lockdown period. The specific customer profile and demographic which we identified in our plan and targeted in our campaign came through on the ground, and the age profile and family market that were targeted chose Kinsale in their numbers. Businesses adapted brilliantly and put the safety of their staff and customers as number one priority which has been very well received in the market place.
The digital marketing campaign which Kinsale undertook in Phase 1 of this roadmap was the largest ever undertaken by any town in Ireland.
Our last update (sent in July) shows the campaign visuals and other information about the campaign.
Sponsors and Funding:
We would like to thank everyone who contributed to the campaign, especially to our main sponsors for phase 1 of the campaign:
Philip Gray Artist
The Trident and Actons Hotels
The Blue Haven Collection
Kinsale Storage Centre
Christys Wines and Spirits
Kinsale Good Food Circle
Cronin’s Commercial Hall
Without the generosity and support of the above, this campaign could not have been delivered.
Please see below detailed results on Phase 1 of the comeback campaign, our plans for Phase 2 as well as some exciting announcements!
As always, if we can be of any assistance or support, please do not hesitate to get in touch.
Stay safe and successful trading,
Kinsale Chamber Committee
Kinsale Comeback Campaign Phase 1 Results
PR – We were very lucky to have secured the services of Ireland’s top Publicist Lindsey Holmes and her team to deliver Phase 1 of the campaign and we look forward to working again with Lindsey in Phase 2.
Lindsey and her team delivered a really incredible PR result for Kinsale and for a full report on the coverage received please see the PR report below. The monetary value of this coverage for Kinsale to date is €445k with more to come in the coming weeks.
Digital Marketing – We also engaged the services of one of Ireland top Marketing Agencies CMS Marketing to create and deliver our Digital Campaign with some brilliant results by them which are detailed below (see link).
CMS manages some of Ireland’s top companies marketing campaigns including Paddy Power, Bank of Ireland, Vodafone, Visa, An Post and Sky and are the market leaders in this area with significant buying power across all digital platforms. They executed a very effective and targeted campaign on our behalf which was highly cost-effectively.
We briefed CMS on the exact target market and based the delivery around four key pillars – Food, Watersports, Golf and Shopping with History and Heritage underpinning each video message. The numbers achieved include a social media reach of 3.5 million paid impressions with 1.9 million unique users reached across Facebook and Instagram and 5.6 million impressions on the digital display campaign.
The estimated value of coverage from Lindsey Holmes and CMS Marketing is in excess of €700k.
This is the single largest ever digital marketing campaign ever undertaken by any town in Ireland.
Kinsale Comeback Campaign – Phase 2
We are now moving onto Phase 2 of the campaign and changing our focus and messaging slightly to target a different demographic for Autumn/Winter. We will still aim to attract the family market for weekend and day trips but the main focus of the Autumn campaign will be to target a more mature profile with an interest in art, food, history, the outdoor/walks/nature, culture and more bespoke/boutique shopping.
Our messaging and marketing will adapt to the key priorities of this market again underpinned by the safety message as that is the most important factor in every age profiles mind when travelling.
We look forward to now delivering Phase 2 of the Campaign and should you wish to be part of this or make a contribution or become a sponsor of the campaign, we would be delighted to hear from you. Every euro goes towards the campaign and every euro counts in the delivery of the campaign and the towns economic recovery. Please contact our Treasurer Mike Walsh [email protected] or our Marketing Executive Lorraine Walsh on [email protected]
New Website Launch
As part of Phase 2 of the Campaign, we will be launching the new kinsale.ie website which is nearing completion after a considerable body of work being completed by the Chamber in the design of this new mobile-first website. Failte Ireland also assisted us in this and provided expert third party consultants to assist us in terms of SEO and Optimisation.
A reminder to all members to please review your current business profile on the website and send us any updates as well as any high-resolution images you may have by early next week. Edits received after Wednesday will unfortunately not be updated until the next cycle of website updates which will be in early November. We are very excited to launch the new site! Watch this space!
Kinsale Promotion Video Launch
We are nearing completion on a new Kinsale Promotion video. The final footage was shot last week and the finishing touches are being put together! We are aiming to launch this early next week via our social media channels. Please help us maximise our reach by sharing this on your respective networks. The more it is shared, the more people will see it!
This video will also be on our new website and is a clear and exciting message of what Kinsale has to offer – our unique selling points as a town.
Following our successful outings on the last three occasions for the National Enterprise Towns awards where Kinsale won our National Category the last two years and won the Munster category the last three years in a row, we have been asked to enter the awards again this year.
We have submitted applications across 4 different categories including our response to COVID-19 and the Kinsale Comeback Campaign as well as other initiatives in the town including Kinsale Community Schools response to COVID-19. A huge body of work went into this year’s application again and we will keep you informed of the results in due course. Fingers Crossed!