Tourism Ireland uses new game to leverage social media

Tourism Ireland has launched a social game on Facebook to encourage travellers to consider the emerald isle for their next vacation.


The game, which launched on St Patrick’s Day is called Ireland Town and is designed to bring the Irish holiday experience to life.


Facebook fans can create their own town in Ireland, with the help of tour guide Sally. 


They can then explore iconic sites and visitor attractions around the island, completing various challenges in order to progress to the next level of the game.


Players are rewarded for signing up friends and those that complete the game are entered to win prizes.


If successful, this could be a very effective tactic to increase Irish tourism.


Mark Henry, Tourism Ireland’s Central Marketing Director, said: “This is a new platform for Tourism Ireland to engage potential holidaymakers around the world with the kind of experience that a holiday in Ireland offers them.”


“It is a unique promotional tool and a first, as no other national tourist board had done this before.”


“For those fans who may be planning to visit in 2011, this is certainly a different way to research their holiday.”


Henry has calculated that, if the game become truly successful, it has the potential to reach as many as 32.5 million people world-wide.

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