Campaign Introduction

‘Go Where Ireland Takes You’, as our Brand Idea, should touch upon everything that represents the island of
Ireland to the potential visitor. It should be the focal point for all communications and advertising.

There is something special about Ireland. An Irish holiday is one that you get involved in, where you feel more
participant than spectator. ‘Go Where Ireland Takes You’ invites the visitor to be taken in by people and place, to
go with the flow and see where they end up. It is a chance to be drawn in and let their imagination be carried away.

There are many aspects and interpretations of the brand idea, and communications ideas might spring off one
or two of its potential meanings.

All communications and applications will use ‘Go Where Ireland Takes You’ as the tagline, but the
communications idea behind each execution might reflect a different aspect of this overall brand idea.

For example:

TV: You might be surprised where you end up

Press: The best way from A-B is a squiggly line.

Every piece of communication should aim to communicate the components that the brand idea represents:

the intangible experiences that make a holiday in Ireland unique and the character and characters that enable this experience.