Fáilte Ireland spent nearly €300,000 paying social-media influencers to promote various destinations around Ireland over the past two years.
The tourism authority forked out fees ranging from €15,000 to €800 to 46 well-known personalities between August 5, 2020, and December 9, 2022.
Figures released under the Freedom of Information (FOI) Act reveal that a number of TV presenters, sports personalities and influencers were involved in several social-media campaigns for Fáilte Ireland.
This was to promote a number of marketing initiatives going back to 2020 including “Make a Break for it”, “Keep Discovering” and “Come Here to Me, Dublin”.
In return for the agreed fee, influencers had to publish stories and static posts to promote different destinations.
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