Lights, Camera, Action: Strategic Alliances in TV and Film

Publicis Poke and OMD

Client: Tourism Ireland

This is the story of how Tourism Irleand, working with Publicis•Poke and OMD leveraged the power of screen tourism, extending famous movies, video games and TV series into Tourism Ireland’s very own branded films, documentaries and TV idents.

The island of Ireland has long provided a backdrop for beloved films and TV shows. This is significant because after word of mouth, screen entertainment is the most popular source of travel inspiration for UK travellers . By zeroing in on a handful of heavy hitting screen productions that were filmed on its shores, and finding ways to activate the desire they created, since 2016 Tourism Ireland has attracted hundreds of thousands of additional visitors to the Island of Ireland. Specifically, across 2022-3, the period this awards scheme focuses on, Tourism Ireland’s campaigns delivered over 69m views, tens of thousands more stays, and an estimated incremental revenue of at least £4.3m Like many good stories, ours covers many kingdoms and characters and has strong partnerships at the heart of the action. It is Tourism Ireland’s strategic alliances with silver-screen colossi HBO and Paramount, video-game powerhouse Ubisoft and our very own Channel 4, that made this story possible.