Dine in Dublin
Dine in Dublin case study
Dine in Dublin, from DublinTown.ie, is the bi-annual promotion of the fantastic food offering in Dublin’s city centre. Its purpose is to promote city centre dining whilst encouraging eateries to put their best foot forward and showcase their offerings through value meals, specials offers and special events. DublinTown.ie is an initiative between Dublin City BID and city centre business owners in a collaborative effort conceived to highlight all that the city (affectionately referred to as ‘town’) has to offer, and enhance the appeal of the city centre as a place for shopping, recreation and business development by increasing footfall and improving overall trading performance.
Dine in Dublin is not just about ‘dining’ but also about getting out and ‘doing’. Whether diners are passionate about food or simply want a new experience, Dine in Dublin has something to suit every palate. Thus, we structured the campaign using the title, ‘Do or Dine’. Central to the success of Dine in Dublin was the targeted use of media relations, hitting our target audience through next day news and broadcast, food features, and through online and social media.
There were four components to the PR campaign, namely a ‘Do or Dine’ media launch, photo-call, Dine in Dublin blogger get-together with live Pinterest style board, and social media giveaways. For the media launch, we invited key features and food writers to ‘Dine in Dublin’ by sending them a voucher to sample the great value offerings at one of Dublin city centre’s eateries. To celebrate the ‘Do or Dine’ theme, we arranged a photo-call to bring to life the varied nature of the food festival by highlighting the special events and things you can ‘do’ during Dine in Dublin week. Food blogger engagement was at the core of the campaign and we invited the ‘darlings of Dublin’s digital world’ to get together for tweets, eats and greets as they ‘pinned’ their restaurant picks on our Pinterest bulletin board – a good old fashioned map of Dublin city centre.
This was the most successful Dine in Dublin event to date, with restaurants experiencing an increase of up to 30% in bookings on the previous week. Footfall figures for the week of Dine in Dublin saw an increase of 2.6% on the week prior, or what equates to 74,953 additional people in the city centre, an increase which organisers attribute to the promotion of Dine in Dublin. Social media exceeded all expectations. The combined Twitter followers of the bloggers attending our event reached 102,251. Total reach of all interactions using the hashtag #DID2013 came to 416,723. #DineinDublin was also trending on Twitter. Being highly targeted in our approach yielded significant media results, resulting in coverage in 14 print publications and 6 broadcast pieces. The website www.dineindublin.ie received an increase of 50% more visitors.