Ireland TOURISM

Problem: "Cultural tourists" spend more money and time on experiences while traveling and are an increasingly competitive market worldwide. Ireland possesses a rich cultural heritage central to its identity and appeal as a travel destination, but its lead in cultural tourism has lessened with increased competition.
Solution: This campaign targets the vast, worldwide "cultural tourism" market by leveraging Ireland's historical identity and reputation with a unique and tongue-in-cheek "Cultural Propaganda" campaign message.