The Go Anywhere Gift Card is Ireland’s ultimate hotel gift card that can be redeemed at over 400 participating hotels and guest houses across Ireland. OCM has supported, developed and implemented the Go Anywhere Gift Card marketing plan for the Irish Hotels Federation, and has managed the account in an ongoing capacity for over 5 years.
Since we began working with the Irish Hotels Federation in 2020, OCM successfully introduced the new ‘Go Anywhere Gift Card’ system through a comprehensive communications plan that included marketing/PR, digital marketing, POS materials and nationwide training workshops, OCM successfully introduced the new gift card system.
Our efforts included recruiting hotels via newsletters, animated videos and personal outreach to ensure widespread coverage and adoption. By collaborating closely with our client from the beginning, we developed a corporate sales strategy and managed a marketing budget to deliver strong results.
OCM continues to manage web content, digital marketing, design artwork and produce e-zines to maintain engagement and drive continued success for the Go Anywhere Gift Card.
Creative integrated marketing campaign & ROI
2025 was the strongest year on record for the Go Anywhere Gift Card, surpassing €5.2 million in sales and generating over €3.7 million worth of redemptions at participating properties. The busiest sales period of the year is between Black Friday and Christmas, however the occasions market targeted is currently showing strong growth. OCM planned an integrated marketing campaign focused on this period which included a suite of varied digital ads for different target markets, national radio advertising, podcasts, pre-roll ads, print advertising with key national publications, shoppable ads, out-of-home advertising with the Luas and sponsored articles. Promoting all regions and working with Fáilte Ireland on national and international media opportunities, the campaign achieved the highest digital ROI in the sector of 101:1 on Google Ads and 20:1 social media ads. Our social media followers grew to 47,000 across social media channels by implementing a strategic content plan that resonated with target audiences, creating meaningful connections and expanding our reach.
PR & media coverage
Brand awareness is a big focus for OCM in relation to the Go Anywhere Gift Card, and mentions in national media are an excellent way of reaching large audiences. Influencer marketing has been a key element of our strategy with hosted stays at participating properties throughout the year to showcase the gift card during key gifting occasions. Our team also secured brand mentions on national TV through RTÉ’s Late Late Toy Show as an audience prize and travel writer Thom Breathnach highlighting the gift card in a travel segment on Virgin One’s Six O’Clock Show. TV presenter Lucy Kennedy was also involved in the launch of the Gala Getaways promotion – an ongoing brand partnership with the Gala Retail that is promoted throughout their stores nationwide.
