Digital formed a core part of the 2010 Discover Ireland domestic tourism campaign. The launch phase of this activity was focused on showing that taking a break was all about having fun and that Ireland was the perfect place to go to get away from it all. Therefore we made all our media selection choices around the guiding principle of the campaign: ‘The Fun Starts in Ireland’. 

The result was the use of dynamic formats to exhibit exciting brand propositions while engaging with consumers in a relevant and meaningful way. Independent.ie played an important role in the campaign as the use of innovative formats on such a premium site allowed us to surprise and connect with our core consumers in a fun and engaging way."

Agency - PHD