Keep Discovering


A Domestic Tourism Campaign

Client: Fáilte Ireland

The Challenge

This is a country of incredible and varied natural beauty. We’ve a wealth of tourism, leisure and cultural on our doorstep, as well as world-class food, drink and entertainment.

Currently, 92 percent of Irish people holiday every year. But only 56 percent break in Ireland. If we grow this by just 2 per cent over the next 3 years, we’d generate a whopping €40 million extra per year for the economy.

So, how do we get 50,000 extra Irish adults to take short breaks in Ireland?

The Idea

Humans are born to explore, it’s natural to us. Small or big, shared or personal, we value the joy of discovery. But life gets in the way. Today, we’re more stressed and time-squeezed, with less space to embrace discovery.

A break-away creates space where discovery lives. It gives time to breathe, to really take things in, and to enjoy excitement and novelty. Our plan was to show Ireland offers opportunities to keep discovering like nowhere else.

The Outcome

The heart of ‘Keep Discovering’ is to get people who ‘know’ Ireland to take a closer look and discover something new.

We created three films featuring street-cast, real characters at over thirty hidden gems along the Wild Atlantic Way, Ireland’s Ancient East and Ireland’s Hidden Heartlands.

The campaign will be rolled out across TV, Cinema, VOD, Youtube, Radio, Social, Press and PR.

The Impact

Shortly after airing for the first time on The Late Late Show, Fáilte Ireland’s #KeepDiscovering began trending on Twitter across Ireland.

 

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