Created by Entire, the campaign is part of the brand's ‘Go where Ireland takes you' positioning to promote Ireland as a holiday destination and follows its 'Kickstart' campaign of earlier this year.
The campaign will help combat the decline in visitor numbers to Ireland, which tourist authorities are blaming on the credit crunch. Tourist figures fell by 10% in February, according to Failte Ireland.
The Tourism Ireland campaign will primarily target ABC1 couples, aged 35 and over, living within easy reach of transport links to Ireland. It will use a range of direct channels including cold direct mail, door drops, inserts and email.
All channels will drive consumers to a dedicated microsite where they'll be able to request or download a brochure, receive recommendations on places to visit and also enter a competition to win a holiday.
"Direct channels have always proved to be an extremely effective route to our target audience," said Vera Stedman, deputy head of GB marketing at Tourism Ireland.
Using the strapline ‘Tales for the constantly curious', the campaign aims to capture the imagination of those consumers who are looking for new, authentic experiences when they go on holiday. The creative introduces the consumer to some Irish characters, while emphasising the spontaneity and tradition that so often accompanies a holiday in the Emerald Isle.
Tourism Ireland markets the island of Ireland as a destination for tourists.
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