Tourism Ireland Great Britain: Tourism Ireland – A Lesson from the Derry Girls

Kayleigh Didcott, Mike Waters, Alison Hoad

Tourism Ireland secured sponsorship rights to the final season of Channel 4's Derry Girls and created "homework videos" featuring real Derry school girls to build demand, restore travel revenue, build awareness for Derry in Ireland and close the consideration gap between Ireland and Scotland.

Campaign details

Brand: Tourism Ireland Brand owner: Tourism Ireland Entrant company: Publicis PokeIdea creation: Publicis Poke London Market: United Kingdom Sector: Destinations and locationsMedia channels: SponsorshipsBudget: 500k - 1 million

Executive summary

For this assignment, we want to tell you a story about tourism in Derry. A small city that overcame tall odds through a perfect partnership. Battling competitors with more scenic views and sunnier climes by applying sharp thinking and plenty of personality.

By sponsoring the final season of Channel 4’s hit, Derry Girls,...

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