Kathrin Chambers

What is Kathrin doing on a day-to-day basis to address systemic barriers and social norms in the industry?

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Kathrin's performance mindset permeates through her team and partners, fostering an environment of constant improvement and efficiency. This commitment has yielded remarkable results. Under her leadership, the Discover Ireland website, launched in July 2020, saw an 8.4% increase in visits compared to 2019, and a staggering 362% rise in referrals to industry partners. Similarly, the Visit Dublin site, which went live in June 2022, experienced a 108% surge in visits versus 2021 and a phenomenal 657% increase in referrals. 2024 results saw the KPIs for visits to the websites at +120%, with +113% referrals, equating to just over 1 million warm leads to industry partners.

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In addition, across all social channels we have seen growth of 6,869,003 engagements from 2,907,036 at the end of 2020 to 15,451,777 engagements at the end of 2024 resulting in a 236.29% increase over 4 years.

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Can you tell us about a project that Kathrin has worked on or led where she has developed effective strategies that promote women's advancement in tourism?

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Her strategic vision has not only driven digital performance but also earned prestigious accolades. In 2024 her team clinched 22 national and international awards across all Digital Disciplines from Content Marketing, Websites, Social Media, Universal Design, UX and Research, testament to the quality of outputs she and her team deliver.  

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Kathrin is a strategic thinker committed to aligning Fáilte Ireland's communications with sustainable tourism goals. She played a crucial role in the 'Keep Discovering Car-Free Carefree” initiative, an omnichannel social and digital activity, that engaged with and inspired Irish adults to travel throughout Ireland in a practical and sustainable manner. The series had an organic viewership of over 1.8 million, highlighting 13 destinations with over 23 “foot tested” itineraries.

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Can you give us an example of how Kathrin is working to support the advancement of new skills and providing learning opportunities?

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Her leadership in content creation is equally impressive. Between 2023 and 2024, Kathrin and her team oversaw the production of over 15,000 individual pieces of content, doubling the organisation's asset library. This vast repository of video and photography assets has significantly enhanced and future-proofed Fáilte Ireland's digital footprint. Kathrin Chambers' unwavering dedication to excellence and innovation continues to propel Fáilte Ireland to new heights, making her an indispensable leader in the realm of digital marketing and sustainable tourism.

Kathrin Chambers, the Digital Marketing Manager at Fáilte Ireland, stands at the forefront of the organisation's B2C digital transformation. With a relentless drive for innovation and continuous learning, she has been a pivotal force in reshaping how Fáilte Ireland and its agency partners operate, particularly through its omnichannel approach.