Campaign Overview
The “Home of Halloween” campaign aimed to position Ireland as the birthplace of Halloween and a prime holiday destination during the autumn season. We tackled the challenge of driving visits to Ireland during the shoulder season by reclaiming Halloween as an authentic Irish festival, rooted in the ancient celebration of Samhain. The campaign ran on various channels, including TV, cinema, social media, and PR activations, all working to educate holidaymakers about Halloween’s true origins and entice them to experience Ireland’s rich cultural heritage.
Execution:
The campaign brought historical authenticity to life through captivating visual storytelling, portraying the very first person to dress up for Halloween and the original celebrators of the tradition. The content leveraged black-and-white photography (shot on 35mm) and film (shot on 16mm), sharing the story across multiple platforms such as Instagram, Facebook, YouTube, and beyond.
Results
The campaign launched on 12th September and will run through October. As of now, we’ve over 14m views on YouTube, with more detailed results to follow at the campaign’s conclusion.
