Tourism Ireland

Fiona Monaghan, Mgr. - Advertising & Strategic Planning
Kiela Bennett, Advertising & Strategic Planning

JWT *Lead Agency

Jonathan Daly, Senior Partner Global Planning Dir. - JWT New York
Nicolas Piris, Account Planner - JWT New York
Ceara Duffy, Account Dir.- JWT New York
Sarah Cochran, Account Associate - JWT New York
Dave Woodall, Creative Dir. - JWT London
Matt Lloyd, Creative Dir. - JWT London
Andy Smith, Creative Dir. - JWT London
Ryan Lawson, Creative Dir. - JWT London
Holly Zoldan, Account Associate
Tina Shah, Account Associate

Mindshare

Ireland was facing declining visits while EU tourism was growing. Although Ireland historically had managed to attract more than its fair share of US tourists, the magic was fading. Ireland's booming economy had put costs on par with major destinations. Potential tourists were worried there was not enough to do in Ireland. There were fewer Americans with a direct Irish connection to be leveraged. Communications promoted unexpected activities, with a personal touch that the target wanted and believed in, because it was Ireland. In the first 8 months of 2006, 650,000 people visited Ireland; a 9% growth vs. the previous year, and twice the rate of the rest of EU - the magic was working again.