Make A Break For It

Domestic tourism campaign to get Ireland exploring after lockdown.

Client: Fáilte Ireland

The Challenge

Over the last few months our worlds have shrunk, and we’ve found our lives limited to small spaces, small groups and small experiences. As humans, we’re naturally curious. We want to seek out new experiences. And while we’ve made the most of our time at home, it’s starting to feel like we’ve seen everything there is to see in our own area. Yet still, the last three to four months have left us with an uncertainty of how to live a bigger life in the realities of a Covid19 world. As a result, intent for holidays has been shaken but the desire still remains high. As the country begins to reopen, Fáilte Ireland want to inspire and inform the nation of the many ways that a home-holiday in Ireland can safely answer our shared need to escape, to reconnect, to re-discover living more fully again.

The Idea

Ireland, make a break for it.

Despite all the restrictions, our natural curiosity to explore has not diminished. We’ve discovered the joy of enjoying the smaller things – like our garden, the local park or getting our steps in on an evening walk. But soon, our curiosity will no longer be limited to our immediate surroundings, or a few hours outdoors. Soon, we’ll be able to take a real break. To spend a day out in the city. To discover a new part of the country or re-discover a favourite spot, a world away, on the other side of our island. These experiences will be more than “just a staycation” or something to keep the kids busy. They’ll be the trips of a lifetime. Because at a time when the world has never felt smaller, Ireland has never felt bigger. And it’s just around the corner. At the end of June, we’ll finally have the chance to do what we’ve dreaming of for months – to make a break for it.

The Outcome

‘Ireland, make a break for it’ manifested in a national campaign encouraging Ireland to make a break for it across multiple formats. The TV and VOD captured the giddy excitement as the whole nation packed their bags in anticipation of taking off across the country after so long at home. Print, press, OOH and social served to keep the nation informed of the growing long list of locations and experiences that were re-opened and ready for visitors to make a break for. However, this campaign was not only designed at a national level, but also had assets specifically encouraging Ireland to make a break for its regional destination brands: Dublin, the Wild Atlantic Way, Ireland’s Ancient East and Ireland’s Hidden Heartlands all of which had dedicated comms through press, print, OOH and social.

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