Tourism Ireland’s bold marketing move has paid off spectacularly with their “Ireland : A Love Story” campaign winning the prestigious Lion award for best commercial at the Natourale Nature and Film Festival in Wiesbaden. This innovative approach to showcasing Ireland’s charm has not only captured the hearts of viewers but also set a new standard in tourism advertising.
A creative leap that captured hearts
The “Ireland : A Love Story” campaign stands out as a testament to the power of unconventional storytelling in tourism marketing. Conceived and produced by Hansmann PR (Munich) in collaboration with Rio Film (Hamburg), this YouTube campaign took a fresh approach to presenting Ireland’s allure.
At the heart of the campaign is a three-and-a-half-minute image film that follows German actor and presenter Uke Bosse on his journey of discovery across the Emerald Isle. The narrative cleverly captures Bosse’s transformation from initial skepticism to falling head over heels for Ireland’s people, culture, and unique natural beauty.
What set this campaign apart were its key elements :
- Quirky humor
- Creative use of a sheep costume
- Charismatic performance by Uke Bosse
These components combined to create a compelling story that resonated deeply with audiences. As jury member and presenter Tamina Kallert noted, “The offbeat humor, the creative sheep costume, and lead actor Uke Bosse immediately won us over.”
Breaking records and exceeding expectations
The success of “Ireland : A Love Story” went far beyond critical acclaim. With a modest ad budget of around €40,000, the campaign achieved remarkable results in just six weeks :
| Metric | Achievement |
|---|---|
| YouTube Views | Over 1.6 million |
| Impressions | 10.3 million |
| Engagement Rate | 11.4% |
These figures not only surpassed expectations but also demonstrated the campaign’s exceptional reach and impact. Kristina Gauges, Consumer Communications Manager at Tourism Ireland, explained the campaign’s objectives : “Our aim was to portray Ireland’s unique character, the hospitality of its people, and the country’s natural power without resorting to clichés or repeating what’s already been seen.”
This strategy clearly paid off, striking a chord with viewers and effectively communicating Ireland’s appeal in a fresh, engaging manner. The campaign’s success underscores the value of taking creative risks in marketing, especially in the competitive tourism industry.
A beacon of innovation in tourism marketing
The Lion award at the Natourale Nature and Film Festival is more than just a trophy; it’s a validation of Tourism Ireland’s innovative approach to destination marketing. Competing against productions from Canada and South Africa, “Ireland : A Love Story” claimed the top spot in the “Best Commercial” category, showcasing its international appeal and creative excellence.
Nadine Lehmann, Market Manager Germany for Tourism Ireland, emphasized the significance of this achievement : “It was a very unconventional project for us, and today’s award proves once again that our courage has paid off.” This recognition is particularly noteworthy given the festival’s status as one of the largest and most important nature and film festivals worldwide, known for setting high standards in creativity, execution, and messaging.
The campaign’s success story includes :
- Being the first video campaign conceptualized and implemented from Frankfurt for the German-speaking market
- Winning against international productions with significantly larger budgets
- Demonstrating the power of creative storytelling in tourism promotion
Marcel Brunnthaler, Managing Partner of Hansmann PR, highlighted the significance of this achievement : “To be honored in such a high-caliber environment with international productions from Arte to ZDF to BBC, some with seven-figure budgets, is a great honor and underscores the radiance of the creative campaign.”
The future of Ireland’s love story
The success of “Ireland : A Love Story” has paved the way for future innovations in Tourism Ireland’s marketing strategy. Building on this momentum, a second part of Uke Bosse’s discovery journey, titled “Ireland : Love Has Many Faces,” was launched in June 2024, continuing the narrative of Ireland’s multifaceted appeal.
Looking ahead, Tourism Ireland has already set plans in motion for a third installment of the series, scheduled for production in April 2025. This ongoing commitment to creative storytelling demonstrates Tourism Ireland’s dedication to keeping their marketing approach fresh, engaging, and effective.
The impact of this campaign extends beyond immediate viewership and awards. It has set a new benchmark for tourism marketing creativity, encouraging other destinations to think outside the box in their promotional efforts. By blending humor, authenticity, and stunning visuals, Tourism Ireland has created a template for success that could influence the industry for years to come.
As the tourism landscape continues to evolve, campaigns like “Ireland : A Love Story” serve as beacons of innovation, showing how a bold, creative approach can capture imaginations and drive real results. For Tourism Ireland, this Lion award is not just a culmination of past efforts but a springboard for future marketing endeavors that will continue to showcase Ireland’s unique charm to the world.
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