Irish Tourist Board

Throughout its history in the U.S., the Irish Tourist Board had never run a single television commercial, opting instead for small space print ads and local radio commercials.

It took a new tourism director named Niall Millar to change their course. He arrived with the belief that no medium other than television would ever capture the essence of the country or the bearing of its people, and bet his budget (and perhaps his job) on that belief.

The result? The television campaign elevated tourism by 34% in its first year, and garnered practically every major advertising award in the process. Sláinte to Niall!

Irish Tourist Board - Irreverence

Clio: Copywriting/Travel