EPIC Museum is one of Dublin’s most popular tourist attractions. Its exhibits explore what drove 10 million people to leave Ireland and the impact this move had on the world. During our time working with EPIC, our team has developed strategic PPC, SEO, Social and Digital PR campaigns. 

In 2020 EPIC closed its doors to the public due to COVID-19 restrictions. As a result, they turned their focus to the digital aspect of the business, developing a unique virtual museum tour #MuseumFromHome, bringing the history of the Irish Emigration Museum online. 

In this virtual tour, EPIC chose a collection of their favourite stories from the Dublin CHQ exhibition, enabling the public to explore the sites of the museum sitting from the comfort of their own homes.

Challenges & Objectives

At VROOM Digital, our team was collaborating with EPIC Museum’s SEO team. Complimentary to SEO, this proved to be the perfect opportunity to employ a Digital PR strategy. The challenge at hand was the museum’s doors being closed to the public. The objectives were as follows: Increase EPIC Museum brand awareness, boost brand engagement, drive visitors to the virtual tour webpage, build positive relationships with key Irish media for the EPIC brand and develop topical & newsworthy campaigns around the virtual tour.


Our team developed a three-pronged Digital PR campaign strategy:

1. Children’s Easter Holidays

2. Tech

3. Art & Culture


1. Children’s Easter Holidays

The EPIC virtual tour went live just before Easter, giving our Digital PR team the idea to develop a strategy around this. Afterall, it was the first Easter break for children in which they would be stuck at home, looking for ways to occupy their time. Our team pitched this angle into a number of family and lifestyle news editors, highlighting the virtual tour as the perfect time occupier for children at home on their Easter holidays. 

2. Tech 

The second campaign angle we worked on, focused on the company’s clever use of tech. Our Digital PR team pitched into a variety of Irish tech editors, highlighting the innovative digital platform EPIC had created in order to stay connected to the public. 


3. Art & Culture 

The third campaign angle our team worked on was focused on Irish art and culture. The virtual tour was the perfect way for Irish people to stay connected culturally via EPIC’s digital museum platform. Our Digital PR specialists pitched into art, culture and feature journalists, highlighting this additional angle for EPIC’s unique tour.


The Conclusion


Our Digital PR team secured 33 pieces of media coverage in total for EPIC’s newly launched virtual tour. This translated as 21 pieces of online coverage and 2 pieces of print. All three angles, children’s Easter holidays, tech and culture, are reflected in the coverage secured. 

While all 33 pieces brought with them great brand awareness and exposure for EPIC, the online media included links back to their website. These links not only drove traffic to the site, but also positively impacted SEO


Sample Digital PR Campaign Coverage



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