‘Sligo – Who Knew?’ taps into social media in a novel way

A new €170k marketing campaign called ‘Sligo – Who Knew?’ is urging people to share their experiences of the county through social media.

Through various online social channels – including Instagram, Facebook and Twitter – it asks locals and visitors alike to share their take on hidden gems, share snapshots and insider tips, using the hashtag #SligoWhoKnew?.

Those tips, videos and unique experiences will then be featured on the campaign website whoknew.sligotourism.ie.

As well as social media the marketing drive encompasses PR, print, radio and television.

The campaign is targeting the weekend getaway, activity holidays and family breaks’ markets looking for unique and diverse experiences.
The work is driven by research in summer 2012 with visitors to Sligo who said, among other things, that they were “surprised and blown away” by the county’s beauty and attractions and that they “never knew” what Sligo had to offer.

The campaign is coordinated by a joint public and private sector collaborative network – Team Sligo – and funded by contributions raised from tourism, retail and service business interests with support also from Fáilte Ireland and the Leader programme.

Team Sligo spokesperson Damian Devaney said: “The visitor’s experience tells the story of Sligo better than anything else. The research verified what we were hearing across the tables and the counters – that Sligo is a hidden gem of many sides.

“Rather than imagine that in generic marketing materials, we are looking to get the outside world to see Sligo in a more accessible, personal and amusing way.”

Sorcha Corcoran