Tourism Ireland Turns Billboards Into a Global Music Festival for St. Patrick’s Day

International travel is gradually resuming since the Covid-19 pandemic, but a long period of ever-changing restrictions and sudden cancellations have made some people hesitant to venture out into the world again. On St. Patrick’s Day, Tourism Ireland wants to excite travelers and entice them to visit the Emerald Isle. The tourism body is continuing its “Green Button” campaign, which encourages people to take the leap and press “go” on the vacations that were previously on hold. The latest iteration of the campaign transforms digital poster sites around the world into an outdoor music festival celebrating Irish music culture. Passers-by can scan a QR code on the posters, which will trigger digital performances from up-and-coming and well-known Irish acts such as the Hot House Flowers from Dublin’s Temple Bar and Kila from Newgrange. The outdoor sites will offer merch typically found at music festivals, such as tote bags and picture frames. People will also be able to watch the entertainment on an online hub at Ireland.com. London based agency Publicis.Poke created the campaign. The billboards will run in London at Westfield and White City, New York at 1560 Broadway and Times Square, Sydney at the Sydney Cove Overseas Passenger Terminal and Milan at Via Dante and Largo Cairollo. Restoring confidence Tourism Ireland’s research found that while many people were eager to travel again after Covid-19 restrictions lifted, some hesitancy remained. It launched the "Green Button" campaign in 2021 to inspire confidence among tourists again. “When developing the strategy for the campaign, research revealed people wanted to visit Ireland but they were just nervous about hitting ‘book’ in case it all fell through,” Publicis.Poke strategy director Mike Waters explained. “The 'Green Button' campaign fell out of the need to build up travelers’ confidence in booking a holiday after a year of cancelations and shifting travel restrictions.” St. Patrick’s Day, when Irish culture is in the global spotlight, is also an important moment for Tourism Ireland to capture attention. “Our brief was simple: as travel reopens, let’s take advantage of the natural buzz around St. Patrick’s Day to win mind share for Ireland as a holiday destination,” said Mark Henry, central marketing director for Tourism Ireland. “Every tourism destination is aiming to win back the business they’ve lost in recent years, so that’s why we sought an activation that will truly engage people and remind them of what they love about Ireland.” CREDITS: Client: Tourism Ireland Advertising Agency: Publicis.PokeExecutive Creative Director: Dave MonkCreative Director: Steve PaskinCopywriter: Barret HelanderArt Director: Rhys Hughes Senior Experience Technologist: Sam WrayHead of Design: Ryan ConnollyDesigner: Michael DamascoChief Strategy Officer: Jo ArdenPlanning Director: Mike WatersManaging Partner: Zoe AttenboroughHead of Business Affairs: Alex IsmailDeputy Head of Production: Sharon JoyceAccount Director: Luke PerryAgency Producer: Kal ParmarEditor: Christos MavridisMedia Buying Agency: OMDGlobal Business Director, OMD: Pauline KhoExecutive Strategy Director, OMD: Lea Rayssac-BauresSenior Manager, Client Services, OMD: Sian Watkins This Low-Cost Airline Brought New Life to International Travel During the Pandemic