Tourism Ireland – The joy of the squiggly line
SUMMARY
Travel advertising is dominated by promises of certainty; certainty of sights to see and things to do, certainty of good weather. This paper follows the development of a campaign that found opportunity in doing the opposite.
The strategic breakthrough was to understand what made Ireland special, why some people lacked interest in visiting and what could be learned from those who had.
In the process we learned that certainty does not play to Ireland's strengths. That what made Ireland special was those moments in a holiday that were least expected....