WE ARE

HUMAN & Fáilte Ireland

Bringing Ireland to Life

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.

OBJECTIVES

RESEARCH

Encourage those who take short breaks to take longer breaks

Facilitate online conversations about going on

holiday in Ireland

Encourage people to

value Irish holidays

The Irish will ultimately embrace The Gathering once the buzz starts…

because that is what we do

STRATEGY

THE BIG IDEA

TV & CINEMA

RADIO

OUTDOOR & PRESS

#WeAreHere2013

MEDIA RATIONALE

DIGITAL JOURNEY

SUMMARY

TV 28%

Radio 23%

Cinema 17%

Digital 13%

OOH 13%

Press 6%

€3.4m

Thank You

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