human agency: discover ireland digital campaign
Post on 18-Dec-2014
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WE ARE
HUMAN & Fáilte Ireland
Bringing Ireland to Life
Encourage people in Ireland to book a domestic holiday in 2013.
Encourage people to use discoverireland.ie.
Retain some continuity with “The Fun Starts Here” campaign.
Embrace the year of The Gathering.
OBJECTIVES
RESEARCH
Encourage those who take short breaks to take longer breaks
Facilitate online conversations about going on
holiday in Ireland
Encourage people to
value Irish holidays
The Irish will ultimately embrace The Gathering once the buzz starts…
because that is what we do
STRATEGY
THE BIG IDEA
TV & CINEMA
RADIO
OUTDOOR & PRESS
#WeAreHere2013
MEDIA RATIONALE
DIGITAL JOURNEY
SUMMARY
TV 28%
Radio 23%
Cinema 17%
Digital 13%
OOH 13%
Press 6%
€3.4m
Thank You
human-creativeagency.tumblr.com
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