Tourism Ireland goes viral to attract visitors

by Lisa Burn, Brand Republic 09-Jun-05

LONDON - McCann Online is behind a web-based competition and viral campaign designed to increase the allure of the Emerald Isle.

Entrants to the competition get the chance to win an all-expenses-paid 10-day trip around Ireland in a luxury taxi, during which they try their hand as budding film makers and chart their journey in a "travelmentary". This footage will then be shown on a dedicated website with daily updates.

It is being promoted at search engines, AOL, MSN, Yahoo!, on Friends Reunited and in Metro newspapers, and is supported by a viral campaign.

Simon Gregory, director for Britain at Tourism Ireland, said: "This innovative online promotion demonstrates how Tourism Ireland continues to develop attention-grabbing and inspiring new methods to market Ireland to an ever more sophisticated consumer base."

The winner and a friend also get the chance to grab up to £10,000 by completing a series of daily tasks.

A film crew will document the journey as the two are accompanied by driver Ronan -- who will no doubt add to the commentary -- through Ireland's top tourist attractions.

Closing date for entries is the end of June with the roadtrip planned for September. All entrants have to submit a one-minute videotape explaining why they should be chosen as well as an entry form downloaded from the Tourism Ireland website.

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