Susan Craddock launches Ériu Media

Drawing on a career creating memorable experiences and building meaningful partnerships, Susan Craddock has launched Ériu Media, a destination marketing business dedicated to helping international travel brands build lasting connections within the Irish market.

Built on the belief that Ireland deserves its own strategy, Ériu Media was created to offer something different. The business focuses on understanding the unique dynamics of the Irish travel market and creating imaginative marketing that delivers genuine, long-term commercial success.

“Over the years, I have been incredibly fortunate to work with some amazing people, destinations and brands, and one thing became very clear to me,” said Susan.

“Ireland is not just another market. It is relationship driven, incredibly well connected and deserves its own approach. The brands that succeed here are the ones that invest in understanding the market, not simply selling into it. That is why I created Ériu Media.”

Ériu Media specialises in destination marketing, creating imaginative campaigns that bring destinations to life while connecting tourist boards, destinations, airlines, hotel groups and travel brands with the Irish travel trade, media and consumers. Through strategic partnerships and creative storytelling, Ériu Media helps build meaningful relationships that inspire awareness, advocacy and long-term growth.

At the heart of Ériu Media is the Destination Immersion Series™, an innovative destination marketing concept built around a carefully planned calendar of imaginative trade, media, social media and consumer experiences. Rather than relying on a single campaign or launch, the series creates multiple opportunities for destinations to engage with key audiences throughout the year, increasing visibility, strengthening relationships and keeping them front of mind when travel decisions are being made.

The name Ériu was chosen with purpose.

Pronounced “Air roo”, Ériu is the ancient Irish goddess of sovereignty and the land, after whom Éire takes its name.

“I wanted the business to have an identity that was proudly Irish. Ériu represents our roots, while the business itself is about helping international travel brands find their place within the Irish market. And I have to admit, the goddess connection still makes me smile.”

With a background in experiential events and strategic partnerships, Susan has spent the past few years working within the travel industry, partnering with tourist boards, destinations, airlines, hotel groups and travel brands to deliver creative campaigns and meaningful industry engagement.

She also serves on the committee of the Association of Women Travel Executives, AWTE Ireland, reflecting her commitment to supporting collaboration and the continued growth of the Irish travel industry.

As Ireland’s outbound travel market continues to grow, Ériu Media is a trusted partner for international destinations and travel brands and continues to build a genuine and lasting presence within the Irish market.