Direct agency Entire has created the campaign around the concept of sending and receiving a set of photographs from a fictional friend showing the great time they had while in Ireland.
The agency said that the combination of direct mail and email allowed the promotion of a variety of different events and attractions in a highly personalised manner, as well as promoting offers available via its website.
One of the offers will be a competition on The Island of Memories, Tourism Ireland's website, to win a gourmet weekend in Ireland.
Ryan Shannon, client services director at Entire, said: "Tourism Ireland's new segmentation has provided us with a new focus for driving up visitor numbers to Ireland. In the past people who are interested in traveling to Ireland have proven to be receptive to this type of promotion and I am confident that this spring's campaign will prove to be successful again."
Tourism Ireland is currently inviting agencies to pitch for its UK direct marketing business in a statutory review. The three-year contract will include a brief to deliver four campaigns a year. Entire has held the account since 2001 and is set to repitch.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.