Tourism Ireland is responsible for marketing the island of Ireland overseas as a holiday and business tourism destination. It delivers world-class marketing programmes in twenty-three markets across the world and reaches a global audience of 600 million each year.
Challenge: To develop a strategic advertising campaign within a coordinated brand campaign to highlight Ireland as the next choice holiday destination.
Solution: Strategically placed advertising on the front and floor of regular car parking spaces. A surprise in a well-trafficked underground parking arcade, where advertising is not expected gave Tourism Ireland visibility and positioning during the early winter months when travel plans are confirmed and booked.
- Ambient Advertising