Failte Ireland: The Gathering - Welcome Home

This case study sets out how Failte Ireland, Ireland's tourism body, undertook it's largest ever tourism initiative, The Gathering, after a colossal 23% drop in tourism.

Fáilte Ireland: The Gathering - Welcome Home

Agency: DDFH&B GroupMedia: PHDClient: Fáilte Ireland

Introduction & Background

This is the story of how communications helped the Irish government to mobilize a bankrupt and depressed society by creating a social movement that restored the tourism economy and the island's national pride. This is how the power of communications and media turned a government initiative into a people's initiative generating an impressive minimum return of 37:1.

"(The Gathering is) a scam to shakedown the Diaspora for money"

Gabriel Byrne, an Irish ambassador, on the Gathering in Nov, 2012...

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