Advertising campaign including digital executions for Discover Ireland, the Irish tourist board developed by 'Human' agency of which i was the brand strategist

2. WE ARE

3. HUMAN & Fáilte Ireland
Bringing Ireland to Life

4. OBJECTIVES
Encourage people in Ireland to book a domestic
holiday in 2013.
Encourage people to use discoverireland.ie.
Retain some continuity with “The Fun Starts
Here” campaign.
Embrace the year of The Gathering.

5. RESEARCH

6. Encourage those who take short
breaks to take longer breaks

7. Facilitate online
conversations
about going on
holiday in Ireland

8. ge pe ople to
E ncoura olidays
value Irish h

10. The Irish will ultimately embrace
The Gathering once the buzz
starts…
because that is what we do

11. STRATEGY

16. THE BIG IDEA

25. TV & CINEMA

27. RADIO

28. OUTDOOR & PRESS
#WeAreHere2013

35. MEDIA RATIONALE

48. DIGITAL JOURNEY

79. SUMMARY

80. Press
6%
OOH
13% TV
28%
Digital
13% €3.4m
Cinema Radio
17% 23%

83. Thank You
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