Irish tourism campaign to kick off on St Patrick's Day

LONDON - Tourism Ireland is launching a direct marketing campaign on St Patrick's Day, March 17, to encourage UK city-dwellers to visit on a short break.

The campaign, which has been created by Entire, will include email, direct mail, inserts and experiential activity.

The premise of the campaign is that everyone who visits Ireland comes back with a story to tell. Peronalised emails will be sent, asking the recipient to create a story of their own, which leads to a microsite where they are the star character.

The viral will be followed up by mailpacks and will feature in key press throughout the campaign.

The experiential campaign will feature Irish tales such as that of the Blarney Stone, and Finn MacCool; brought to life by roving storytellers in cities including Cambridge, Leeds and Edinburgh.

Vera Stedman, head of marketing at Tourism Ireland, said: "Ireland is famous for its tradition of storytelling. It's a wonderful way to share something of the experience of Ireland without actually being there.

"Stories created by people on holiday in Ireland have featured as a key part of our communications over recent years and this campaign encapsulates this perfectly."