Case study: Six Years Behind UNICEF Ireland’s Emergency Appeals
Speed is everything in these campaigns, and our partnership with Vroom Digital will enable us to be quick off the mark and respond in real-time.
UNICEF Ireland
Award Winning
EPIC The Irish Emigration Museum, in Dublin’s Docklands, tells the story of the Irish who left and the mark they made on the world. Together with the Irish Family History Centre, it helps visitors from every corner of the globe understand where they came from.
Vroom has been EPIC’s digital marketing partner for more than six years, running search, social and PR, and now AI search. Together we’ve won ten industry awards, including the Grand Prix at the 2025 Spider Awards. This is how a visitor attraction gets talked about around the world, and turns that attention into visits.
At a glance
- Client: EPIC The Irish Emigration Museum and the Irish Family History Centre, Dublin
- Partnership: more than six years
- Services: Google Ads, paid social on Meta and TikTok, digital PR, and SEO and AI search
- Creative partner: The Public House, on EPIC’s major campaigns
- Recognition: ten awards won together since 2020
10
awards
Won together with EPIC since 2020
39
M+
People reached by our PR for EPIC since 2022
43
%
Rise in June ticket sales during the Taylor Swift campaign
What we do for EPIC
Always-on paid search. Google Ads campaigns make sure people planning a trip to Dublin, searching for things to do or tracing their family history find EPIC and book.
Paid social. Meta and TikTok campaigns build awareness with visitors in Ireland, the UK, the US and beyond, and bring them back to book.
Digital PR. Stories that put EPIC in national and international media, from heritage discoveries to campaigns that challenge how the Irish are seen.
SEO and AI search. Making sure EPIC appears when people search, and increasingly when they ask AI tools like Google’s AI Overviews and ChatGPT what to do in Dublin.
Big campaign moments. When EPIC launches a major campaign, we plan and run the PR and paid media that take it to the world.
The campaigns
The Love Story Before ‘Love Story’ (2024). As Taylor Swift played Dublin, EPIC uncovered her Irish ancestors. 230+ pieces of coverage, 13 million+ people reached, and ticket sales up 43% in June. Winner of the Spider Awards Grand Prix.
The Untold Story Behind Fairytale of New York (2023 and 2024). A Christmas campaign about the Irish in New York that sent website visits up sevenfold. Winner at the European Search Awards 2025.
This Is Not Us (2022 to 2025). Three chapters taking on Irish stereotypes, from Google search to AI images to Hollywood. Winner of Gold at the Digital Media Awards 2023.
As featured in
Our PR for EPIC has reached more than 39 million people and earned over €1.2 million in advertising value, with coverage from The Guardian, the Embassy of Ireland in the USA, The Irish Times, RTÉ, BBC, Ad Age, The Drum, PRWeek, the Irish Independent, Belfast Telegraph, Newstalk and Today FM.
Awards won with EPIC
- 2025: Grand Prix and Best in Storytelling, Spider Awards · Best Use of PR in a Search Campaign and Best Use of Social Media in a Search Campaign, European Search Awards · Best Use of PR in a Search Campaign (Small), Global Search Awards
- 2024: Silver, Best Use of AI in Content, Spider Awards · Silver, Best Use of AI in Content, European Search Awards
- 2023: Gold, Best Integrated Media Strategy, Digital Media Awards
- 2020: Silver, Best in Big Data and Analytics · Bronze, Best Search, Digital Media Awards
Read about the wins: the 2025 Spider Awards Grand Prix in Business & Finance, the European Search Awards in Irish Travel Trade News, the Global Search Awards and Best Small Agency in Irish Travel Trade News, and the 2023 Digital Media Awards Gold in Irish Travel Trade News.
“Our partnership with VROOM Digital exemplifies the power of collaborative synergy.”
Aileesh Carew, CEO, EPIC The Irish Emigration Museum, on the 2023 Digital Media Awards win, as reported by Irish Travel Trade News
Our work with EPIC also helped Vroom win Best Small Agency at the Digital Media Awards 2025.
Why the partnership works
Stories, not just ads. EPIC’s best results come when a strong story leads, and PR, social and search each play their part in spreading it.
One team across channels. PR, paid social and paid search plan together, so a campaign that lands in the news is ready to be found in search and seen on social the same day.
Working with creative partners. We work closely with The Public House on EPIC’s big ideas, with each agency doing what it does best.
Focused on visits. Coverage and video views matter, but the real measure is people walking through the door and booking family history consultations.
Market a visitor attraction?
Museums, attractions and tourism brands come to us for campaigns that get talked about and paid media that fills the calendar. Talk to our team.
FAQs: marketing for museums, attractions and travel brands
Are you a tourism and travel marketing agency?
Tourism and travel is one of our core sectors. We run PR, paid social, Google Ads and SEO for museums, visitor attractions, hospitality and travel brands, and EPIC is one of our longest partnerships. Ten awards later, it’s the clearest example of what we do for tourism brands.
How can a museum or visitor centre attract more visitors?
By being found and being talked about. Always-on Google Ads and SEO capture people already planning a trip or searching for things to do. PR and social give people a reason to choose you over everything else on their list. EPIC’s ticket sales rose 43% in June 2024 when both were working together.
How do you reach overseas visitors before they arrive?
Most tourists decide what to do before they land. We target people planning trips to Ireland on Google and social, and earn coverage in international media so your attraction is already on their list. EPIC’s campaigns have reached audiences across Ireland, the UK, the US and beyond.
Can you help hotels and tour operators sell more holidays and stays?
Yes. The same approach applies: search and social campaigns aimed at people actively planning a trip, retargeting to bring them back to book, and PR that gives travellers a reason to choose you. We plan around your peak seasons and the moments that drive bookings.
How do you prove the marketing is driving visits and bookings?
We report against your business numbers, not just clicks: tickets or bookings against the same period last year, website sessions, search demand and coverage against your normal levels. That shows what’s actually filling the calendar.
How do tourism brands appear in AI answers like ChatGPT and Google’s AI Overviews?
When travellers ask AI tools what to do in a city, those tools recommend places they see mentioned by trusted sources. PR coverage, clear website content and strong reviews all make your attraction more likely to be recommended. We now plan PR and SEO together with AI visibility in mind.
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Award Winning
Case study: EPIC: Fairytale of New York
A Christmas paid social campaign that sent EPIC’s website visits up sevenfold and won at the European Search Awards.
Award Winning
Case study: EPIC: This Is Not Us
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