Tourism Ireland presents first campaign made using heart-rate data
Tourism Ireland has created the first tourism campaign made with the heart-rate data of two of its visitors.
Developed by Publicis London, 'Fill your Heart with Ireland' is the tourism company's first major global campaign since 2011.
In an industry first, Tourism Ireland invited a real married couple to experience Ireland for the first time, and throughout the trip, they wore custom-made technology to track their physiological responses along the way.
A head-mounted camera was linked up to the couple's covert heart-monitors which meant Tourism Ireland could see the heart rate response to each individual experience captured.
The data provided by these heart-rate monitors determined what footage featured in the advertising, to prove the heart-filling effect that the island of Ireland has on its visitors.
The film sees the couple kayaking in Achill Island on the west coast, exploring Devenish Island’s monastic sites in Northern Ireland, and climbing the highest sea cliffs in Europe at Slieve League on the north-west coast - destinations of which most viewers may not be aware.
The campaign launches this week in cinemas, on TV and on social platforms across Tourism Ireland’s key markets – Great Britain, the United States, France and Germany. The campaign will roll out further in the new year to Canada, Australia, Spain, Italy, the Netherlands and Scandinavia.
Commenting on the campaign, Mark Henry, Tourism Ireland’s central marketing director said: “Our new campaign, ‘Fill Your Heart with Ireland’, presents Tourism Ireland with a great opportunity to drive continued growth to our regions and to encourage visitors to travel off-peak.
"It features locations that have been traditionally less visited by overseas visitors and highlights outdoor activities like cycling, walking and kayaking. We are confident that this new campaign will set the island of Ireland apart from our competitor destinations and help deliver another record year for overseas tourism in 2019.”
Dave Monk, executive creative director at Publicis London said: “Imagine being the world’s first heart-rated country. Not stars, words or reviews, just using emotional data to show how a country makes people feel.
"This is the first step on that journey. For the launch campaign, rather than just shouting our message that Ireland can ‘fill your heart’, we used a sprinkling of technology to prove that it really does”