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CIE Tours International: Social Media

Silver Surfers

“A 40% increase in UGC on Ireland”


CIE Tours—like its core customer base—is mature, celebrating 86 years as Ireland and the Britain’s premier tour operator. It was time to elevate the brand’s Facebook presence, inspired by the spirit of Irish storytelling.


“Silver surfers” are increasingly engaged online (and 19% more likely to share content than any other generation), but the nuances of connecting, consuming and sharing online aren’t always second nature during their travel journeys.


CIE Tours placed dynamic American students with a passion for the Emerald Isle on select summer tours, serving as social media subject-matter experts. Their goal was to bridge the digital divide for baby boomer guests, helping those interested navigate the complexities of different platforms and the nuances of online sharing to spark better content creation. Simultaneously, Mower mapped a plan to elevate the brand’s organic feed, focusing on wanderlust-worthy photography and creative engagement efforts that would inspire travelers to consider Ireland, the UK and new markets with CIE Tours.


During the summer 2018 program, there was a surge in social media community engagement, including a 40% increase in user-generated content on Ireland that incorporated CIE Tours–specific tags and hashtags. And overall, Mower’s organic Facebook program—with little paid support—grew by leaps and bounds thanks to a fresh and dynamic content approach. Year-over-year metrics show a 185% increase in organic post reach and 167% increase in organic post impressions.

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