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By John Glenday, Reporter

March 21, 2023 | 2 min read

Tourism Ireland has initiated a global love-in for the Emerald Isle with a celebrity-led campaign to set pulses rising.

Basking in the hangover aftermath of St Patrick’s Day the campaign, created by Publicis Poke, enlists the services of familiar faces including Merman's Sharon Horgan to sing the praises of a trip across the Irish Sea.

Championing the people and culture, Irish actors such as Saoirse-Monica Jackson and Jamie-Lee O’Donnell from Derry Girls, show off the natural landscapes and warm welcome that awaits holidaymakers.

‘What Fills My Heart’ serves as a personal take on what makes Ireland great, by inviting patriotic advocates to share what home means to them, elevating those attributes that make the island distinct.

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Running for three years, the long-term mission will draw upon a succession of testimonies, starting with a monologue from Horgan who singles out the unique sense of humor to be found on the periphery of Europe.

Steve Paskin, creative director at Publicis.Poke, said: ”There’s so much more to Ireland than beautiful scenery and who better to tell us about than people who call it their home? The shift in this campaign is talking about the people of Ireland and not just the scenery. Because, to me, the people of Ireland are a huge part of the personality of the island. We’re giving people a sample of the kind of warmth they are likely to encounter on a trip to Ireland.”

Both films are accompanied by social-first executions, such as interactive polls and exclusive footage to put the public in the picture.

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