Tourism Ireland rolls out new brand positioning with integrated campaign by Entire

Tourism Ireland rolls out new brand positioning with integrated campaign by Entire

Tourism Ireland is set to launch a new integrated marketing campaign to promote their new 60-page Ireland holiday planner brochure.

Entitled ‘Kickstart’, the campaign is the first to be created by direct marketing agency Entire since they retained the account following a five-way pitch in October 2008. 

The new Kickstart campaign, sees the first outing of Tourism Ireland’s new brand positioning of ‘Go where Ireland takes you’, which aims to promote the country’s unique cultural, historic and physical landscape to those consumers looking for an authentic holiday experience.

The Entire created campaign will be brought to life through characters that embody the unique charm of the Emerald Isle and they will engage the audience with the brand promise of fun, spontaneity and tradition.

The integrated campaign will target both warm and cold prospects through email, inserts, door drops and direct mail with the objective of driving consumers to a dedicated microsite where they will be able to download and request Tourism Ireland’s new Holiday Planner. Supported by a luxury prize draw, Tourism Ireland’s new Kickstart campaign launched on 4th January 2009.

Vera Stedman, deputy head of GB marketing for Tourism Ireland, said: “We’ve achieved some great results working with Entire in the past, so we’ve set ambitious targets based on their campaign plan and creative execution. Now we’re looking forward to the results!”

Ian Bates, creative director for Entire said: “This is a bold campaign to capture the imagination of the audience who are starting to think about their holiday plans for next year.

“Our creative execution of the new brand positioning should differentiate Ireland as a unique holiday destination. Tourism Ireland’s holiday planner acts as a key catalyst for sightseers and culture seekers in their holiday planning activities, so we needed a way to drive people to the microsite where they could register their address.

“We’re confident that a creative campaign that reflects Ireland’s unique charm, delivered through multiple channels is the best way to achieve outstanding results.”

More information:

* Tourism Ireland
* Entire

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