Tourist SOS

Despite its long-standing track record and clear value, Tourist SOS was significantly underutilised. Only a small proportion of tourists affected by crime were accessing the service. Most referrals came through An Garda Síochána, particularly in Dublin, while awareness across the wider tourism and hospitality sector remained limited.

Key challenges included:

• Low visibility and awareness among international visitors
• A brand that did not clearly communicate the purpose of the service
• Limited engagement from tourism stakeholders who could act as referral points
• A website and supporting materials that did not effectively support the communication strategy

To address this, a broader initiative was launched to increase awareness, improve accessibility and ensure more visitors could benefit from the service.

We worked closely with stakeholders to develop a refreshed brand and digital presence that would support a new communication strategy.

The project focused on three key areas:

1. Repositioning the brand to improve clarity and recognition
2. Developing a visual identity that communicates trust and support across cultures
3. Creating a website and communications system that increases awareness and accessibility

The overarching goal was to make the service more visible, more understandable and easier to access, particularly in moments of distress.

Brand Development

We began by redefining how the service should be presented.

The new brand needed to be clear and easy to understand for international audiences, culturally neutral and accessible across different languages and backgrounds, reassuring, supportive and trustworthy and reflective of Ireland’s welcoming and caring reputation.

We developed a new logo marque and tagline designed to work across multiple formats, including digital platforms, printed materials and on-the-ground signage.

The visual identity was carefully crafted to incorporate a sense of Irish identity in a subtle and positive way, convey care, support and reliability and remain simple, recognisable and easy to recall.

This was supported by a full set of brand guidelines covering colour, typography, imagery and tone of voice, ensuring consistency across all touch points.

Communication Strategy Support

A key part of the project was ensuring the brand could be effectively used across a wide range of environments. The service needed to be visible not only to tourists, but also to the people most likely to assist them, including:

• Gardaí
• hotel and accommodation staff
• tourism operators and attractions
• transport providers

We supported the development of materials for use across these touch points, including signage and printed collateral incorporating QR codes to direct users quickly to the website.

This helped create a network of awareness around the service, increasing the likelihood of referrals.

Website & Digital Experience

We redesigned the website to make it easier for users to understand and access the service quickly. Given the context in which users may encounter the site, often during stressful or urgent situations, simplicity and clarity were critical.

The website was designed to:

• clearly explain what the service offers and how it helps
• provide straightforward guidance on what to do next
• be accessible to users with varying levels of English
• support referrals from third parties such as Gardaí or hospitality staff

The result is a clean, focused digital experience that prioritises clarity and ease of use.

The result is a refreshed and more accessible brand and digital platform that better communicates the value of the Tourist SOS service.

• A clearer, more memorable brand identity
• A consistent visual system across digital and physical touchpoints
• A website designed for clarity, accessibility and ease of use
• Improved visibility across key referral points within the tourism sector
• A stronger foundation for ongoing communication and awareness campaigns

Results & Impact

The updated brand and platform are designed to support increased engagement and referrals over time.

Early and expected outcomes include:

• Improved awareness among both tourists and industry stakeholders
• 64% increase in the number of cases referred to Tourist SOS vs previous year
• A trebling of the number of cases referred by people in the tourist industry, who were a key target for the rebrand and new website
• Increased referrals from a wider network beyond primary channels
• Faster access to support for tourists in distress
• Stronger trust and credibility through a more professional and consistent identity
• Better alignment with Ireland’s tourism and hospitality values

Most importantly, the service is now better positioned to fulfil its purpose, which is helping visitors recover from difficult experiences and continue to enjoy their time in Ireland.

Visit the Tourist SOS website

"We had a fantastic experience working with Framework Design on the development of our new brand and website. From the outset, they demonstrated a clear understanding of our goals and delivered a professional, user-friendly platform that reflects our service.

 

Tourists now have access to 24-hour online assistance, which has significantly improved how we support our visitors. The design is clean, modern, and easy to navigate, making it simple for visitors to access the help they need at any time.

 

Throughout the project, communication was excellent and our feedback was always taken on board.  We’re extremely pleased with the final result and would highly recommend Framework Design services to anyone looking for a reliable and skilled web design agency."

 

- Lisa Kennedy, CEO