MarketingIndustry first sees biometric data shape choice of destinations to promote to the world.

Tourism Ireland’s new ad campaign comes from the heart

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Ireland gets to the hearts of Swedish couple.
Ireland gets to the hearts of Swedish couple.

After months in development, the NTO has launched its first major global campaign since 2011: “Fill your heart with Ireland”. 

Tourism Ireland has discovered a novel way of fine-tuning its marketing focus.

After months in development, the NTO has launched its first major global campaign since 2011: “Fill your heart with Ireland”. 

An industry-first, this campaign has been created by the heart-rate data of two of its visitors, Fred and Lisa, a married couple from Sweden, neither of whom had previously visited Ireland.

Tourism Ireland invited the couple to take a trip on the island, wearing custom-made technology to track their physiological responses along the way. 

The couple were hooked up to covert heart-monitors, which were linked to a head-mounted camera that captured all of their experiences. The data provided by these heart-rate monitors determined what footage featured in Tourism Ireland’s advertising.

The campaign showcases 17 less-well-known locations across the island.

According to Mark Henry, central marketing director at Tourism Ireland, “This is the world’s first-ever marketing campaign to use tourists’ biometric data to design an advert.

“We have combined data and creativity to literally show how Ireland fills visitors’ hearts with positive emotion.”


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