In the autumn campaign, Tourism Ireland will use segmentation to target those most likely to be interested in taking a break to Ireland this season.
The creative approach, consisting of a book, a mailing and email, positions Ireland as the destination with the most choice and variety of things to see and do. The creative has been adapted for different segments to present the most relevant message whether consumers are looking for a luxury break, a sightseeing and cultural experience, or are planning to travel to Ireland to participate in activities such as golf, fishing, or walking.
Tourism Ireland is targeting new and existing prospects via cold direct mail and email. Cold data has been selected according to criteria that match the Tourism Ireland segments, and different messages for the campaign have also been developed.
A competition to win a break to Ireland has also been devised on the tourist board's, website, designed to encourage visitors to register and opt-in to receive future promotions. Email and direct mail activity will go out from this week.
Ian Bates, creative director of Entire, said: "Ireland holds a wealth of experiences and memories for any visitor -- regardless of their interests and backgrounds. It's an endearing paradox that somewhere so seemingly small can hold so much. The concept takes this thought and presents it in a somewhat humorous but ultimately direct visual style."
Tourism Ireland recently appointed the Bristol-based agency to handle all of its below-the-line communications for the next three years, with a possible extension into a fourth year. This appointment followed a statutory review, handled by the AAR. The final agency shortlist included Liquid Communications, HHM and DLKW Dialogue.
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