Visit Waterford is a representative body that promotes Waterford City and County to the domestic and international tourism markets and influences the long-term strategic development of Tourism in Waterford City and County. Visit Waterford engaged with Fuzion Communications in 2021 to develop and activate a comprehensive PR, advertising & digital campaign, driving Waterford’s vision of becoming the number one premium tourism destination in Ireland.

OUR ROLE

Fuzion played a pivotal role in driving awareness for Waterford as a destination by creating and implementing integrated campaigns in 2021, 2022, and 2023 that would reach their target audiences, communicating key messages and overall, driving awareness of the wonderful holiday destination that is Waterford.

Throughout each campaign, Fuzion worked with the team at Visit Waterford to coordinate launch photocalls which took place at unique Waterford locations. Each launch campaign was complemented by various activities such as advertising campaigns and ongoing PR, covering press and influencer fam visits, profiling of stakeholders, media competitions, an influencer product drop and ongoing liaison with press in relation to news and relevant features.

Key to the success of these campaigns was to highlight the various locations and attractions across Waterford City and County to its key target audiences. This was achieved throughout the campaign through close collaboration with Visit Waterford stakeholders to showcase everything Waterford has to offer. Influencer engagement ensured a strong balance of coverage across digital platforms, as well as traditional, and ongoing engagement with stakeholders to organise fam visits, amplified this engagement.

RESULTS

The 2021 campaign garnered 54 pieces of earned press coverage, with a PR value of over €182k, while the 2022 campaign accumulated 48 pieces of press coverage, with a PR value of over €157k. For the 2023 campaign, Fuzion secured 68 pieces of press coverage, with a PR value of over €343k.

Our success in each of these campaigns was driven by continuous engagement with the stakeholder body and Visit Waterford members, hosting regular check-in meetings to keep up-to-date with anything new happening in Waterford.