Tourism Ireland has kicked off filming for phase two of its global advertising campaign. The footage will be used to create new TV, cinema and online ads and will reach millions of potential visitors around the world.
The campaign is being designed for the digital era, with a focus on short content and videos for use on social media platforms.
Locations and attractions which will feature in this second phase of Tourism Ireland’s campaign include Rathlin Island, Seamus Heaney HomePlace, Trim Castle, Slane Distillery, Dalkey village, Powerscourt Estate and Waterford Crystal. Additional content will be filmed this autumn.
As in phase one, which was created in autumn 2018, the campaign is being shot by Swedish director Patrik Gyllström and features a married couple from Sweden wearing custom-made technology to track their physiological responses to the various locations.
The ads will go live in early 2020, in Tourism Ireland’s top overseas markets of Britain, the US, France and Germany, to kickstart the tourism season for next year. The campaign will then roll out further in other markets, including Canada, Australia, Spain, Italy, the Netherlands and Scandinavia.
“Our Fill Your Heart With Ireland campaign is designed to drive continued growth in overseas tourism to the island of Ireland and to encourage visitors to travel off-peak,” said Mark Henry, Tourism Ireland’s Central Marketing Director. “We’re featuring locations that are less well-known amongst overseas visitors and focusing on ‘soft adventure’ activities, such as horse-riding, walking and stand-up paddle boarding.”
This is the second phase of Tourism Ireland’s first major campaign in seven years; phase one reached an estimated 120m people this spring.