Three Organizations, One DAM Solution!

Three organizations tasked with maintaining Ireland’s tourist reputation abroad joined forces to make the most of the resources at their disposal. Their strategy: censhare DAM.

  1. chevron left iconThree organizations, one DAM solution!
Lucy Campbell-WoodwardSeptember 14, 2021
  • Digital Asset Management
  • Content Management

As tourist destinations go, few are more romantic or mythical than Ireland. For a small country, its global reputation far exceeds its size. You just need to look at the reverence in which the St Patrick’s Day Parade is held in New York City to understand just how powerful the Irish brand is.

But that doesn’t mean “Brand Ireland” shouldn’t use every tool at its disposal to make sure the country stays as one of the world’s top tourist destinations. For that reason, the three organizations tasked with maintaining Ireland’s reputation abroad – Tourism Ireland, Failte Ireland and Tourism Northern Ireland - joined forces to make the most of the resources at their disposal. And central to this strategy was censhare’s Digital Asset Management (DAM) solution.

In a detailed success story, these three agencies explain how they pooled their marketing might and how censhare’s DAM solution helped reshape their collaborative efforts by:

  • Marshalling a video library that had grown exponentially in five short years from 1.5% of assets to 20% of total content, becoming a critical marketing resource.
  • Building a single portal that can be accessed both by the agencies for professional and business use, but also by public users to encourage the wider promotion of Ireland as a tourist destination by those in the know – the tourists themselves.
  • Improving the speed and quality of campaigns by allowing deeper personalization to key interest groups, such as caravanners and film buffs, and turning detailed campaigns around up to 50% faster.

Getting three agencies to work together on a single platform certainly had its challenges, as revealed in the case study. But it also showed the transformative impact of finding a common platform to unite collaborators. By driving greater efficiencies and making the most of both the talent and asset resources available, Ireland’s tourism efforts have never been in better shape.

To find out more about how censhare’s DAM and other can help improve collaboration and maximize your resources, explore their Customer Success Story and more in censhare’s Knowledge Base.

Lucy Campbell-Woodward
Lucy is Head of Marketing for censhare, and leads the global team in the aligned planning and implementation of censhare's marekting strategy. Having joined the team in 2017, Lucy has played a pivotal role in the censhare Marketing team for a good few years now, and stepped up into a leadership role in 2022.

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