| Title | WILD ATLANTIC WAY |
| Brand | TOURISM IRELAND |
| Product/Service | TOURIST BOARD |
| Category |
A06. USE OR INTEGRATION OF MUSIC |
|
Entrant Company
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Contributing Company
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Media Agency
|
CARAT London, UNITED KINGDOM
|
|
Production Company
|
FRIEND London, UNITED KINGDOM
|
|
Production Company 2
|
MPC London, UNITED KINGDOM
|
|
Production Company 3
|
750MPH London, UNITED KINGDOM
|
Credits
| Andy Bird |
Publicis London |
Executive Creative Director |
| Dave Sullivan |
Publicis London |
Creative Director |
| Pavlos Themistocleous |
Publicis London |
Digital Executive Creative Director |
| Adam Balogh |
Publicis London |
Creative |
| Jason Moussalli |
Publicis London |
Creative |
| Jason Cobbold |
Publicis London |
Deputy Managing Director |
| Rochelle Parry |
Publicis London |
Business Director |
| Marie Peltier |
Publicis London |
Account Director |
| Oliver Birch |
Publicis London |
Account Director |
| Colin Hickson |
Publicis London |
Agency Executive Producer |
| Joshua Sanders |
Publicis London |
Agency Producer |
| Charlotte Mcconnell |
Publicis London |
Production Assistant |
| Georgi Banks/Davies |
Friend |
Director |
| Mikey Levelle |
Friend |
Producer |
| Todd Banhazl |
N/A |
Director Of Photography |
| Sam Ostrove |
Cut And Run |
Editor |
| Myles Painter |
N/A |
Agency Editor |
| George K |
TK At MPC |
Post Production |
| Cynthia Lee |
Smoke |
Post Production |
| Phil Bolland |
750MPH |
Sound Designer |
The Campaign
This is a global campaign – appearing in the US, Europe, Japan and Australia; all content had to be relevant to these markets.
Our challenge lay in creating content that our audience genuinely want to engage with: creating content that can compete with everything else that is on the web, even videos of cats! That was our challenge: to cut through and inspire people to consider a holiday on the Wild Atlantic Way.
Results
Our brief was to launch the Wild Atlantic Way, a 2,500km touring route down the west-coast of Ireland.
With many of our competitors claiming to be inspiring destinations,: we wanted to actually prove it. So we created a soundtrack to the Wild Atlantic Way. Ireland is famous for its musical heritage: this idea allowed us to create something uniquely Irish, while showcasing the fascinating culture and experiences on this coast, and show how truly inspirational a place it is.
An English band, Solomon Grey, was chosen to reflect the effect of this coastline on visitors. They spent three weeks immersing themselves in the landscape. They recorded farmers, storytellers, Gaelic singers, local musicians as well as galloping horses, crashing waves etc.
These were used to compose the soundtrack – five beautiful tracks that evoke the landscape that inspired them.
The band’s journey was filmed to create an eight-minute documentary giving a glimpse of the band at work and showcasing the stunning landscapes. From this we cut cinema and TV spots, as well as trailers to drive users to Ireland.com. This campaign page takes the audience step-by-step through the individual layers that were involved in the Soundtrack’s creation.
The music was also available to download at specially installed WiFi hotspots along the route, and given out on CD in partnership with hotels allowing our audience to listen to the soundtrack in the environment that inspired it.
The content sat primarily on Ireland.com. Audiences were driven to this through TV and Cinema spots, media partnerships and an online display campaign. It was seeded across music and travel websites, and social platforms. The soundtrack itself also sat on Spotify, Soundcloud and iTunes where word of mouth among fans spread the word.
Hard CDs were given out in partnership with hotels along the route, so people could experience the music in the landscape that inspired it.
The soundtrack also gained airtime on radio. A PR launch campaign brought the campaign to prominence in national press.
Post launch of this campaign, between June and August 2014 – the key calendar months for tourism in Ireland, numbers of visitors rose 10% compared with the year previous – a massive success for Tourism Ireland. Visitors from North America alone, one of the campaign’s key markets, rose 18% when compared with the year before.