Ireland launches the digital campaign “Let’s Go Back to Ireland” to restart

Ireland is preparing the ground for the revival of tourism and today, December 21, launches the digital video campaign "Let’s Go Back to Ireland".

The concept of “Let’s Go Back to Ireland“, the new digital campaign by the Irish Tourism Board, was conceived to convey an optimistic message, one that sparks anticipation while acknowledging the complexity of this period, yet at the same time looks beyond with hope for the future. The adaptation of the claim for the Italian market will be “Torniamo indietro. L’Irlanda sarà lì” (“Let’s Go Back. Ireland Will Be There”), which reflects the underlying idea of the video: returning to the pleasure of things left on hold, whose beauty has remained intact, as if waiting for the people eager to admire it, through new adventures and discoveries.

To strengthen the message associated with “going back,” we devised an interplay between text and visual content, using fragments from previously launched campaigns, played back in rewind mode. The result is a fun, visually captivating edit designed to catch the attention of consumers eager to start planning their next vacation soon.

Ornella Gamacchio, Director for Italy at the Irish Tourism Board

This campaign serves as a prologue to the one we will launch as soon as it is possible to travel safely again, which will focus on a powerful concept built around a strong call to action. For “Let’s Go Back to Ireland,” we chose to use a fun and surprising visual twist to emphasize that all of Ireland’s beauty is exactly where it was. We wanted to communicate evocatively that we can’t wait to welcome back people who miss Ireland, as well as those who wish to discover it for the first time..

There are three planned formats: a 30-second Hero video, a shorter 15-second version, and 5 subjects of 6 seconds each focusing on different themes (landscape, cycling and walking, food, historical heritage).