Tourism Ireland has been a long standing client of Reborn. They were looking for opportunities to promote Northern Ireland as a destination in a fun and engaging way in order to get Australians and Kiwis to research Northern Ireland as their next holiday destination.

Tourism Ireland are responsible for promoting Ireland as a destination to foreign markets. The strength of the Australian and New Zealand dollar has made these countries key targets to encourage people to visit the island. Our goal was to increase the number of visitors and their length of stay by bringing the unique characters of Northern Ireland to life.

Our Idea

Our creative thinking was based around one central idea: “go where Ireland takes you”. Our idea combined the recognisable attributes and the essence of Northern Ireland in a comical and enticing way whilst showcasing Northern Ireland to those visitors that may know little or nothing about the country. We incorporated the core messages of the character of Northern Ireland’s natural beauty, the many destinations to visit and the characters that live there as being an equally appealing draw card for potential visitors.

We did this through utilising pick-a-path functionality allowing users to go on a virtual trip to Ireland with their host, the comedian Jimeoin. We developed many different stories and adventures and then the user could choose where they wanted to go next at the end of every adventure. This allowed users to find out about all the different stories and experiences Northern Ireland has to offer.

The voiceover was recorded with Jimeoin and then the quirky animations were put together; users could find out about everything from the Northern Ireland music to golf scene. The end result was a fully interactive adventure which is fun, engaging and very watchable.

"It was a great campaign to work on and working with Jimeoin was one of the highlights of this project. Being from Northern Ireland himself, we were able to really capture the true essence of the country and all it has to offer" said Alice, Reborn’s Senior Account Director.

The Results

The pick-a-path is now live in both the Australian and New Zealand markets and users are exploring Ireland in their own custom made adventures. We have also driven a large volume of competition entries to give Tourism Ireland the opportunity to re-target users and encourage them to make their trip overseas.