Campaign details
Brand: Tourism IrelandBrand owner: Government of IrelandEntrant company: OMD LondonMarket: EuropeSector: Destinations & locationsMedia channels: Content marketing, Word of mouth, influencersBudget: Up to 500k
Executive summary
Before the pandemic hit the tourism industry, Ireland heavily relied on influencers to promote the island with global visitors equating a huge contribution to Ireland's GDP in the region of €18bn.
Unfortunately, like all citizens, influencers were not allowed to travel and while most brands halted communications, OMD EMEA set out to create an influencer campaign for Tourism Ireland...