Dublin’s dynamic dining scene has hit a growth spurt with more than 150 restaurants calling Dublin’s 25 square miles home. In addition to new restaurants, new dining experiences like the Columbus Food Adventures Dublin Walking Tour, a new Designated Outdoor Refreshment Area (DORA) in Downtown Dublin and North Market’s Wine Fest have emerged to support Dublin’s dining scene and give visitors and residents more unique dining opportunities.
Visit Dublin quickly saw an opportunity to build Dublin’s reputation as a foodie destination. Across all social media channels, Visit Dublin began pushing out content focusing on the rapidly opening restaurants and the locally loved eateries that have been open for decades.
With the rise of TikTok, almost every social media platform is prioritizing the use of short-form video content. From Instagram Reels to YouTube Shorts, video continues to be one of the most engaging types of content.
To target those within a 3-hour drive of Dublin and Dublin residents, Visit Dublin Ohio tapped into the short-form video trend to produce 12 videos on TikTok and Instagram Reels featuring restaurants and popular food experiences in Dublin. These videos are intended to draw attention to Dublin’s dining businesses and attract visitors and residents to visit Dublin for a foodie adventure.
A landing page and several blog posts were created to support the video and help drive traffic to VisitDublinOhio.com for more information. All featured businesses are tagged in social posts for additional sharing opportunities.
Since December 2021, Visit Dublin Ohio produced 12 short videos that have gained a total of 150,000 organic views on TikTok and Instagram, with those numbers continuously growing as people find them on their Explore Page and For You Page. The videos are as follows:
Fall Foodie Finds – 14,432 Views https://www.instagram.com/reel/CUfW4gcgyuA/
Weenie Wonder Feature – 11,100 Views https://www.instagram.com/reel/CaXzPdRFRKb/
Kona Craft Kitchen Feature – 9,537 Views https://www.instagram.com/reel/Ca2YgPVPoK1/
Irish Foodie Finds – 8,455 Views https://www.instagram.com/reel/CbIKf2xPvU6/
Summer Sips – 18,100 Views https://www.instagram.com/reel/CfWp8pML-0U/
1487 Brewery Feature – 10,300 Views https://www.instagram.com/reel/Cf9qjtOv2te/
Top Ice Cream Destinations – 10,200 Views https://www.instagram.com/reel/CgC6myoDhln/
The Dublin Market – 8,743 https://www.instagram.com/reel/Chp7DkBJwL5/
Best Chicken Wings – 6,745 https://www.instagram.com/reel/CivOmlrpkDq/
Meet the Vendors at North Market Bridge Park – 11,600 https://www.instagram.com/reel/CjbG-fJOytF/
Get to Know Black Dog Pizzeria – 7,867 https://www.instagram.com/reel/Cju_f0usb1p/
As a result of our new marketing approach, Visit Dublin Ohio took the opportunity to reach out to regional foodie and travel writers. Visit Dublin Ohio put together ten mailers containing food and food-related items from some of Dublin’s most interesting restaurants and dining experiences. As a result of these mailers, Dublin’s dining scene has attracted the attention of 17 unique publications, including USA Today, Midwest Living, HuffPost, Food & Wine and more. Visit Dublin hosted a freelance travel writer to experience the area and its food. The published article, “Road Trips & Recipes: Follow the magic to Dublin, Ohio” was pick up by 11 different regional and national media outlets including MSN and has garnered more than 70 million earned media impressions!
Landing Page: https://www.visitdublinohio.com/restaurants/must-try-food-in-dublin/
MSN Story: https://www.msn.com/en-us/travel/tripideas/road-trips-andamp-recipes-follow-the-magic-to-dublin-ohio/ar-AAZN5Tc
Photos of foodie mailers attached.