Palantir and Zeta Global announce strategic partnership.Read News
Palantir and Zeta Global announce strategic partnership.Read News
Case Study
Tourism Ireland is the official marketing organization responsible for promoting the island of Ireland as a premier travel destination across global markets. They tasked Zeta with creating a campaign to empower travelers to embrace the Irish Halloween spirit and inspire them to start planning their own vacations.
Award-Winning Campaign
Winner of the 2025 Internet Advertising Competition (IAC) Award for Best Travel Email Message Campaign.
Exceptional Engagement
In addition to growth versus 2023 in reach with increased unique opens and clicks, the campaign generated an average Open Rate of 27.88% (above the industry average of 21%) across 10 markets, including an astounding 42% OR in New Zealand and 41.6.% OR in Norway.
Enhanced Brand Perception
The creative positioned Ireland as a vibrant destination, both during Halloween and beyond, helping reshape seasonal traveler sentiment.
Targeting Ireland.com email subscribers across 13 markets, Tourism Ireland needed a next-generation solution and strategic partner to transform its email marketing program across all markets. We had to align the design of the Halloween templates with the new newsletter template system, while enhancing click engagement through a fresh design and compelling content and boosting the number of engaged website sessions.
The previous Halloween template presented several challenges; it was outdated in design, overly text-heavy, and lacked standardization across markets.
Knowing that seasonal events are a big part of Tourism Ireland’s marketing content and a key tourism driver, Zeta provided valuable and engaging content that would get users excited about planning a trip to Ireland during the Halloween season.
Zeta Marketing Platform
Create individualized experiences and drive outcomes throughout the customer lifecycle.
Data & Identity
Successful customer engagement starts with actionable consumer data—accurate, continuously updated, and easily accessible.
Omnichannel Marketing
Positive but disconnected brand interactions aren’t cutting it—consumers want an integrated, seamless experience across devices and channels.
Schedule a demo of the Zeta Marketing Platform or another solution with our experts, or contact us for more information.
