Specialized Travel Services

Lead Generation in the US


Special Ireland promotes Ireland as a holiday destination, an aim that it shares with many other organisations, but unlike the others, Special Ireland is looking specifically at groups and families with a particular type of vacation, or destination, in mind.  This is a specialist company, seeking to carve out a niche in a very competitive market.

Special Ireland is based in New York, with offices in Dublin and Cork.  From small beginnings as a taxi hire service using an American Hudson, it has grown steadily until now, when it employs more than 110 people.  It is still, however, run as a family business, with an emphasis on personal service.

The strategy for this project was to emphasise the distinctive nature of Special Ireland’s operation; the unique selling point for Special Ireland, is the customised nature of the holidays it is offering.   Emarkable’s task was to focus the marketing drive on small to medium groups, or families, with particular requirements for their visits to Ireland.  This puts them at the top end of the holiday business, and the Special Ireland vacations offer chauffeur and guide luxury cars as well as self-drive hire, and coaches with local guides for larger groups.

The niche marketing in the USA that Emarkable manages is deliberately targeting Irish Diaspora areas, where ‘returning’ to Ireland, still seen as the mother country, or home, is a once-in-a-lifetime experience, and one to which many Irish Americans aspire.  What makes Special Ireland attractive to these potential clients is the full luxury service combined with the option to design and devise their own routes and destinations, taking in the opportunity to visit areas of significance to their families and attractions and events that appeal to them.  It is on this aspect of the holidays offered by Special Ireland that Emarkable has concentrated its efforts.

Search engine optimisation played a large part in the commission, and social media and blogs, which are now being used by many tour operators, needed to be sharp, interesting and well-written. 

Emarkable and Special Ireland are looking at the top end of a demanding clientele group, and the standard of its marketing needs to reflect that.

Natalia

Emarkable’s task was to focus the marketing drive on small to medium groups, or families, with particular requirements for their visits to Ireland.
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Natalia