Fáilte Ireland: 9 years of selling Ice to Eskimos

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.

Fàilte Ireland: 9 years of selling Ice to Eskimos

Agencies: DDFH&B and PHD

Introduction & Background

"Once the travel bug bites there is no known antidote, and I know that I shall be happily infected until the end of my life." - Michael Palin

That nice man from Monty Python first went around the world in 80 days in 1989, and brought the intoxication of international travel and discovery straight to our sofas. With little need for encouragement, and as accessibility to new destinations improved, the Irish public was becoming increasingly attracted to getting on a plane in order...

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