In April 2025, the Tourism team in Wicklow County Council contracted Good as Gold to manage and maximise the various social media channels for Visit Wicklow. At the IDI Awards held in late November, Good as Gold won the award for ‘Design for Social’ in the Experience Design category.
The IDI Awards showcase ground-breaking work that pushes the boundaries of imagination and leaves a lasting impact on businesses, on people and on our planet. One of the most prestigious awards in the design industry, competition in the category was high with campaigns from Bank of Ireland and the HSE also submitted for consideration.
The Visit Wicklow campaign established the channels as the authority on all things Wicklow by creating highly saveable, value-driven content. This required a distinct visual identity and a curated content strategy to cut through the noise in a vast tourism market. The campaign implemented a move from passive, generic social content to engaging, evergreen creative.
Visually, Good as Gold built a calm, editorial aesthetic: rich landscape photography paired with clean, consistent layouts and an approachable tone of voice. User-generated content was carefully integrated to add authenticity, while evergreen guides extended content lifespan and encouraged saves. Breakout hits, such as the Carnew Community Centre’s Knitted Map of Ireland, drove viral reach and even international coverage.
Cathaoirleach of Wicklow County Council, Cllr. Melanie Corrigan said: “The campaign developed by Good as Gold shows tremendous results with tangible effects for tourism in Wicklow. For example, reach was up by 800%, engagement by 650%, saves up by 790%. And the Visit Wicklow overall audience increased by 58%. Sales for the Wicklow Passport as expected to increase by 30% by the end of the year.”
Chief Executive of Wicklow County Council, Emer O’Gorman, commented on the award, “Congratulations to Good as Gold for such a fantastic win and work on the Visit Wicklow campaign. Tourism is a key industry for Wicklow and Good as Gold have created the perfect shop window. Thanks to the Tourism Team at Wicklow County Council for commissioning and supporting this great work. ”
When taking about the campaign, Lauren Higgs, Co-Founder at Good as Gold explained, “We didn’t treat this project like a one-off campaign. Instead, the social media presence has become Wicklow’s trusted social voice, an inspiring, authentic presence that nurtures pride, fuels curiosity, and turns engagement into real-world exploration. The creative freedom given to us by Wicklow County Council allowed us to reach for the stars in terms of our approach, which has truly paid off”.
