The campaign, created by Entire, is part of the brand's ‘Go where Ireland takes you' positioning. THe promotional activity will primarily target ABC1 couples, aged 35 and older, with the aim of reaching 5.5m people. A range of direct channels including direct mail, door drops, inserts and email will be used to drive consumers to a microsite.
From the microsite consumers will be able to request or download a brochure, browse places to visit and also enter a competition to win a holiday.
The campaign carries on from the ‘kickstart' campaign which launched earlier this year and was the first work for Entire since retaining the Tourism Ireland direct marketing account, following a pitch last year. The agency was first awarded the £2.5 million in 2004.
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