Developed by Indicia, the campaign has a low-tech, home-made feel, using handwritten posters and unbranded beermats in pubs, directing people to attend The After Party in Ireland.
Sarah Rogers, consumer engagement manager at Tourism Ireland, said: "St Patrick's Day is celebrated in countries around the world. But above and beyond the renowned festivities of our national day, Ireland is the scene for the ultimate after party.
"You can go to one of our amazing festivals, hunker down in the snug of a pub, or chill your boots on one of our hundreds of miles of beaches. And everyone's invited."
Promoters will trawl pubs today (17 March) filming footage to post on Facebook and YouTube, which will be flagged on Twitter. All channels direct users to the Tourism Ireland website, where holidays to the Emerald Isle can be won.
Ian Bates, creative director at Indicia, said: "The campaign has built on the spontaneous, engaging and fun-brand promise, delivered through creative that engenders that mood. The handwritten, low-tech approach portrays the welcoming nature of the Irish – it's slightly cheeky and left field".
, also developed by Indicia.
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