Industry: Tourism & Hospitality
Location: Ireland
Focus: Outreach, Lead Capture, CRM Integration, Marketing System Design

The Situation

In early 2024, Westport Estate was preparing to launch Westport Adventure, a large-scale outdoor adventure park set on the historic Westport House grounds.

This was not a simple local attraction launch.
The ambition was national.

The goal was to:

• build awareness across Ireland
• generate strong local and regional interest
• drive traffic to a new website
• capture demand ahead of opening
• and continue marketing long after launch

This required more than a one-off campaign.
It required a marketing system that could track, manage, and grow demand over time.

The Problem

Most launch campaigns generate attention but lose visibility once the campaign ends.

Common issues include:

• traffic with no long-term tracking
• no clear link between marketing and ticket sales
• no way to re-engage visitors
• little visibility on what actually drives revenue

For Westport Adventure, the challenge was to ensure that:

• every lead was captured
• every interaction was tracked
• marketing could continue after launch
• and future campaigns could build on the same system

The Approach

Connecting Outreach to a Working System

The solution combined high-impact outreach with a fully connected marketing system, built from the start.

1. Outreach – National Video Campaign

A cinematic, two-part video campaign was developed to drive awareness and emotion at scale.

• Part 1 launched before opening to build anticipation
• Part 2 launched once bookings were live to convert interest

The campaign ran nationally and locally, supported by:

• social media distribution
• PR and media coverage
• email sign-up prompts
• community and school engagement

The video campaign became the primary driver of traffic and interest.

2. The System – Capturing, Tracking & Following Up

From day one, the campaign was connected to a central marketing system using HubSpot.

This allowed:

• every website visit and sign-up to be tracked
• leads to be captured and stored centrally
• follow-up to be automated and consistent
• marketing activity to be linked back to ticket sales

Even if a lead converted months later, it was still attributed to the original campaign.

Within the first few months, over 80,000 subscribers were captured into the system.

3. Ongoing Marketing & Automation

Because the system was in place, marketing didn’t stop after launch.

Future campaigns were built on top of the same foundation, including:

• segmented email marketing based on age 
• automated campaigns such as birthday discounts
• follow-up messaging based on behaviour and interest
• planning for on-site WiFi sign-ups to capture visitors during park visits

This turned a launch campaign into a long-term marketing asset.

4. Staff Training & Adoption

A key part of the project was ensuring the system was actually used.

This included:

• training staff across different teams and roles
• ensuring lead data was understood and trusted
• embedding the system into daily operations

Marketing was no longer “something the agency ran”.
It became part of how the business operated.

The Results

• Over 80,000 subscribers captured within months of launch
• The video campaign became the largest driver of website traffic
• One year later, the campaign still generated more traffic than all other channels combined
• Strong local and national engagement
• Clear visibility on which marketing activity led to ticket sales

Most importantly, Westport Adventure launched with a marketing system, not just a campaign.

The Outcome

Westport Adventure now has:

• a proven outreach asset that continues to perform
• a central system linking marketing to revenue
• the ability to track, follow up, and re-market to visitors
• a foundation for future campaigns without starting again

This transformed the launch from a one-off moment into a marketing system for ongoing growth.