Campaign Overview
People around the world know Ireland and love Irish people, but it’s not considered a ‘must-visit’ holiday on your bucket list. So we turned the island of Ireland into a destination worth visiting by celebrating its distinct vibe, welcoming people and experiences that you can’t get anywhere else. Our ‘What Fills My Heart’ global campaign was deployed in over 21 markets around the world, adding further local flavour through our Publicis Creative Hubs in each region.
We got Ireland’s most heartfelt advocates to showcase the country’s most heart-filling experiences by getting them to respond to one simple question, “What fills my heart?” Answers came from movie stars and TV celebs like Sharon Horgan and the Derry Girls, friendly locals, small business owners, comedians, musicians, influencers and chefs. They each told the world what they love about their homeland – the scenery, the music, the food, the characters, the craic. And ended with a simple invitation: “You know what fills my heart, now come and fill yours.”
Results
We moved the world to:
Think > Persuasion above 76% in top 3 markets
Feel > 95% affinity in top 3 markets with 76% feeling holidays in Ireland are full of welcoming characters and beautiful scenery
Act > Average 62% more likely to find out more and an 11.2% increase in visitors
