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.”