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WE ARE
HUMAN & Fáilte Ireland




Bringing Ireland to Life
OBJECTIVES
Encourage people in Ireland to book a domestic
holiday in 2013.

Encourage people to use discoverireland.ie.

Retain some continuity with “The Fun Starts
Here” campaign.

Embrace the year of The Gathering.
RESEARCH
Encourage those who take short
breaks to take longer breaks
Facilitate online
  conversations
 about going on
holiday in Ireland
ge pe  ople to
E ncoura       olidays
 value Irish h
The Irish will ultimately embrace
The Gathering once the buzz
starts…

     because that is what we do
STRATEGY
THE BIG IDEA
TV & CINEMA
RADIO
OUTDOOR & PRESS




 #WeAreHere2013
MEDIA RATIONALE
DIGITAL JOURNEY
SUMMARY
Press
                6%
      OOH
      13%                  TV
                          28%

Digital
 13%          €3.4m
          Cinema       Radio
           17%          23%
Thank You




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