For the second consecutive year, urbanmedia partnered with Fáilte Ireland to inspire people to explore their local surroundings through the Best Daycation Ever initiative. A Daycation offers the experience of a holiday packed into a single day, encouraging families and friends to plan outings within a 90-minute drive from home, where they can discover new experiences and uncover hidden gems in their area.
With urbanmedia’s reach across 8 local stations, we were able to effectively promote local exploration and offer our listeners recommendations for full day trips, consistently highlighting a range of activities and attractions as a key component of the campaign. We produced region-specific commercial features that aired biweekly throughout the campaign and designed a tailored weeklong competition that alternated with these features.
The on-air promotions highlighted 240 local businesses over the 4-week period, which was a crucial aspect of the campaign. Each day, presenters shared a unique local itinerary and posed a related question to listeners, offering them a chance to win a One4All voucher. This daily incentive was designed to encourage participation and inspire more people to head on their own Daycations.
During the dynamic 8-week campaign, we featured a week-long promotion on Galway Bay FM, presented entirely in Irish. Kayte O’Malley urged her listeners “as Gaeilge” to set off on their adventures.
This collaboration highlighted urbanmedia’s strength as a network of local stations. Presenters actively encouraged listeners to explore their surroundings while spotlighting local businesses and promoting community engagement.
Client Testimonial: Failte Ireland
“We were delighted to partner with UrbanMedia on our “Best Daycation Ever” campaign for the second consecutive year.
This campaign’s objective was to support local tourism businesses around the country by encouraging people nationwide to explore the abundance of activities and attractions available right on their doorsteps during the summer months.
Local radio provided us with a unique platform to infiltrate local communities with a customised local narrative and deliver our campaign message in a meaningful and impactful way. By leveraging trusted local voices to create bespoke content, we successfully highlighted over 220 local activities and attractions to communities throughout Ireland in a fun and engaging manner that resonated with listeners.
Each station and presenter enthusiastically supported the campaign, championing daycations in their local areas.
The UrbanMedia team were a collaborative, solution-oriented partner who were a pleasure to work with. The power of local radio really shone through during this campaign. “
Deirdre O’Brien, Advertising and Media Manager, Fáilte Ireland
