AGENCY
Mike Waters, Strategy Director, and Co-Author
Kayleigh Didcott, Strategist, and Co-Author
Luke Perry, Senior Account Director, and Co-Author
Steve Paskin, Creative Director
Henry Finnegan, Senior Creative
James White, Senior Creative
Steven Adjei, Senior Account Manager
Alison Hoad, Chief Strategy Officer, and Co-Author
Nicola Turek, Producer
OMD
Roisin Cussons, Media Partnerships & Social Content Executive
Henry Lewis, Head of Media Partnerships and Social Content
Prodigious United Kingdom
Nick Demeza, Senior Creative Editor
SUMMARY
In 2022, Ireland’s tourism sector was reeling, post-Covid. To boost visitors, we embraced the power of “Screen Tourism”. We’d already established Northern Ireland as “Game of Thrones Territory”: we believed Derry Girls could be similarly leveraged to inspire pilgrimages to the show’s eponymous location. Targeting millennials – travellers and Derry Girls fans – we sponsored the final series, sinking a modest advertising budget into nine “school project” idents, using existing scenic footage and real-life Derry girls to showcase Ireland’s humour and beauty.
