Your next adventure starts here

As part of a larger digital initiative for Fáilte Ireland, Ireland's National Tourism Development Authority, All human designed and built a website that is the 'go-to' source of information about holidaying in Ireland for the domestic market. The immediate aim of the site is to provide visitors with all the necessary details - from accommodation to activities and directions, for planning and having a memorable time in Ireland. A longer-term goal is to help visitors tap into more of what Ireland offers, uncovering hidden local gems and off-the-beaten-track experiences and learning about the better-known attractions. Additionally, having a single source of holiday information streamlines Fáilte Ireland's digital footprint by consolidating several legacy platforms and websites into one new ecosystem.

Given that the goal is to encourage people living in Ireland to plan and experience holidaying in Ireland, the end experience had to be painless yet inspiring. Four design principles: simple, beautiful, useful and usable guide Discover Ireland's visual approach. We paid a lot of attention to the imagery selected to create an immersive experience for visitors. Together with Fáilte Ireland, we carefully selected the perfect shots. We wanted visitors to feel the spray of the ocean, hear the cry of the birds, marvel at the mysteries that Newgrange holds, or explore destinations they did not even know existed. Also, with mobile usage growing exponentially, we wanted the site to be mobile-first. We endeavoured to deliver an optimal experience across all devices and screen sizes by implementing a mobile-first UX design.

To cement Discover Ireland.ie's reputation as the premier source of information, we made all the content easy to access and understand. Working with our partners, we established a unique tone of voice for Discover Ireland's domestic audiences using active, descriptive language. We applied this when creating content which covers Ireland's counties, towns, tourism attractions and a suite of special interest articles such as coastal escapes, outdoor experiences, and city breaks. Visitors now have 300,000+ words, an estimated 160 articles, 372 destinations and 20 collection pages to choose from and learn about all that Ireland offers.