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Driving digital asset management collaboration in a tri-agency tourism partnership
Journal of Digital Media Management,
13
(2),
146-157
(2025)
Abstract
This paper provides a real-life case study of how three Irish tourism agencies joined forces to create an award-winning tri-agency digital asset management (DAM) solution. The paper describes the wide-ranging elements of the DAM programme, with examples of how it was realised while maintaining a shared vision regarding its status as the single source of truth. The paper discusses the challenges, learnings, innovations and newfound best practices along this journey in order to provide readers with valuable insights to help implement or improve their own DAM solution.
Keywords: tri-agency; digital asset management; tourism; metadata; collaboration; digital assets
The full article is available to subscribers to the journal.
Author's Biography
Lynette Conlon is Digital Programme Lead at Tourism Northern Ireland, where she focuses on innovative digital solutions to improve business performance. She previously spent six years as a digital asset manager, working with partnership tourism organisations to manage a tri-agency digital asset management (DAM) system. Lynette is a graduate of Rutger’s University Bronze Certificate in the Digital Asset Management programme. Lynette, along with her partner teams at Tourism Ireland and Fáilte Ireland, received the 2022 Media Management Award. Lynette continues to explore and share her knowledge/experience of the industry through active involvement in DAM workshops and conference events with a focus on DAM in tourism.
