The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Travel Email Message Campaign
Tourism Ireland email templates empower travelers to embrace the Irish Halloween spirit
The Audience: Ireland.com email subscribers around the world interested in topics such as destinations ideas, travel planning, holidays, history, food, and events.
The Goal: We were tasked with aligning the design of the Halloween template with the new newsletter template system we also created as part of the transformation project. Additionally, we also had to enhance click engagement through a fresh design and compelling content, ultimately helping Tourism Ireland boost the number of engaged sessions.
The previous Halloween template presented several challenges—it was outdated in design, overly text-heavy, and lacked standardization across markets. As a result, we needed to create new templates with modern designs and engaging content to make them more visually appealing and effective in driving user interaction.
Knowing that seasonal events and themes are a big part of Tourism Ireland’s marketing content and a key tourism driver, our goal was to celebrate the rich history of Halloween and provide content that would get users excited and thinking about planning a trip to Ireland during the spooky Halloween season.
To create relevant content, we leaned on Tourism Ireland’s Halloween Email Analysis, which informed us that the top 3 CTAs typically account for the majority of total clicks. This suggested that the right content and well-crafted CTAs can drive engagement without a need to overcrowd emails with too many content blocks.
Our intention? Position Ireland as the “Home of Halloween” through a robust campaign that was not only informative, but inspiring, with both practical and actionable content.
Contributors:
| Executive Creative Director: | Kris Geist |
| Global Creative Director: | Christine Cucuzza |
| Associate Creative Director: | Tylor Loposser |
| Art Director: | Andréa Forsythe |
| Senior Copywriter : | Melissa Avanzato |
| Traffic Manager: | Kay Doyle |
| VP, Strategic Consulting: | Stephanie D'sa |
| Senior Manager, Strategic Consulting: | Veriko Kvartskhava |
| Senior Director, Delivery Management: | Gašper Jamšek |
| Account Director: | Tim Bruce |
ZETA GLOBAL
Location: United States
About the Agency:
We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.