In our weekly round up series, we’re taking a look at Tourism Ireland’s #GoGreen4PatricksDay campaign.
Tourism Ireland is the body responsible for marketing the island of Ireland around the world. They have a history of producing engaging overseas campaigns to drum up interest in Ireland from abroad, most recently including “An Astronaut’s Guide to the Island of Ireland” featuring famous spaceman Chris Hadfield.
As usual, the world revelled in Irish charm for St. Patrick’s Day on Tuesday. There’s just something about March 17th that brings out the best in people.
Tourism Ireland was quick to leverage this high spirited sense of global unity by “encourag[ing] friends of Ireland across the world to ‘go green‘ this St Patrick’s Day in as many, creative ways as possible.” The hashtag #GoGreen4PatricksDay was provided to bring these efforts together.
For many nations, this involved transforming renown landmarks and buildings into a green celebration of the Emerald Isle.
Another aspect of this campaign saw China’s WeChat app offer a green background full of four-leaf clovers to users. The intention, according to Barry Colman (executive director at Publicis Shanghai), was to “promote Ireland as an innovator when it comes to digital.”
#GoGreen4PatricksDay dominated Twitter on Tuesday. According to our social listening tech friends Brandwatch, it was tweeted significantly more often than any other related hashtag.
These mentions were overwhelmingly positive:
— Discover Ireland (@GoToIrelandGB) March 17, 2015
As well as sharing the pictures of green buildings, Tourism Ireland shared a video narrated by none other than Liam Neeson:
As well as this, all three of Tourism Ireland’s primary social platforms feature on-brand skins that include the hashtag.
It’s hard to find fault in a light-hearted and fun campaign that makes the most of an internationally enjoyed day of celebration. It is, however, easier to notice that Tourism Ireland has a bit of an identity crisis on its hands.
Best practice would suggest that these various channels should be united under one brand name, so that the effect of similar marketing campaigns can be compounded by a singular, authoritative, official brand.
Over To You
What do you think? Have you spotted a clever campaign?