Publicis London has created a new Autumn campaign for Tourism Ireland to highlight that Halloween has its roots in the ancient traditions of Ireland and, ultimately, encourage overseas visitors to experience Halloween in Ireland.
Called “Home of Halloween”, the heart of the campaign is a 60” hero film, produced by Tiny Ark and directed by Leonn Ward. The hero film will roll out in 12 international markets across TV, cinema and social, and be supported by a direct 20” cutdown, two shorter 15” and 10” films, as well as a suite of 20 stills shot on 35mm.
Promoting off-season festivals and events like Halloween is a key part of Tourism Ireland’s strategy to spread the tourism season across the year, similar to the Spring, when St Patrick’s Day is a big attraction for inbound tourism.
“As seasons change and people begin planning autumn trips, we’re excited to launch our new ‘Home of Halloween’ campaign today in 12 key overseas markets,” says Alice Mansergh, chief executive, Tourism Ireland.
“Halloween is one of the world’s favourite festivals but not everyone knows that it originated here in Celtic culture around 2,000 years ago. At Tourism Ireland, we’ve worked with academics and experts to trace the story back and then bring it to life, through scenery, storytelling and culture, with modern-day appeal, given the fabulous festivals there are to enjoy across the island. We look forward to welcoming visitors and bringing valuable tourism business to communities across the island in the autumn season.”
Noel Bunting, Chief Creative Officer at Publicis London, added, “If the world can flock to Rio for Carnival or Munich for Oktoberfest, why not come to Ireland for Halloween? I’m so proud of how beautifully crafted and unique this campaign turned out to be, as beautiful and unique as Ireland itself,” adds Noel Bunting, chief creative officer, Publicis London.
CREDITS:
Client: Tourism Ireland
Advertising Agency: Publicis London
Chief Creative Officer: Noel Bunting
Creative Directors: Rhys Hughes, Barret Helander and Steve Paskin
Designer: Oskah Manchip
Strategy Director: Adam McGlashan
Senior Strategist: Dalonie Graham
Strategist: Rosie Mahoney
Groups Business Director: Josh Norris
Senior Account Director: Luke Perry
Account Director: Guergana Stoytcheva
Account Executive: Lucy Wood
Agency Producer: Donna Baker
Media Buying: OMD
Production: TinyArk
Director: Leonn Ward
Editor: Rob Hegarty
Producer: Donna Baker & Sid Daffran
Post Production: No8
Photographer: Rich Gilligan
