CLIENT: Ireland at your Leisure magazine. The essential travelling companion when touring Ireland, produced on behalf of rental car companies Avis, Budget, Thrifty, Murray’s Eurocar, Dan Dooley and Irish Car Rentals.

BRIEF: Aimed at the overseas visitor, Ireland at your Leisure seeks to provide its target audience with the definitive guide to where to sleep, eat, and what to see and do in Ireland both North and South of the border, while functioning as a vital customer retention and brand awareness tool for the car rental companies themselves.

CHALLENGE: Now 13 years in existence, Ireland at your Leisure has had to evolve to meet the changing needs of visitors to Ireland. Editorial content is sharp and comprehensive and the imagery used is stunning, reflecting the wonderful natural beauty of the island of Ireland. The publication is cleverly designed so as to be clearly navigable to visitors, with easy to follow colour-coded sections, regional and county breakdowns, and sections on food and drink, shopping, festivals and events throughout the year.

SOLUTION: Ireland at your Leisure is broken down into seven regional destinations, each further broken down by country and then by its primary city, followed by each town in alphabetical order. Such extensive information guides tourists in the right direction and helps make the readers’ visit to Ireland a memorable one. Meticulously researched and superbly designed, it has become an established and significant feature on the Irish tourism publishing scene.

RESULTS: The publication has an ABC of 41,000 (ABC CIRCULATION 2007/2008), giving an estimated annual readership of over 1.3 million passengers. Its success as a customer retention tool for the car rental companies is apparent and positive feedback from readers, as well as requests for future copies and copies to share with friends or family planning a trip to Ireland is another indication of its market dominance.

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