Director | Production or Agency | Date 2012 | Film title - Storyboard1

The Wild Atlantic WayAllison BakerDarren Healy

Director | Production or Agency | Date 2012 | Film title - Storyboard2

Wild Atlantic WayRATIONALE Reaching our target audience in a direct and precise way was key for this campaign’s success. Irish-American Millennials, which make up our 20-30 year old target market, are cash and time strapped. Those who are lucky enough to have full time jobs typically only benefit from roughly two weeks vacation time per year. And while wages may be low, this market is not willing to compromise on fun. Our target audience is looking for more from a vacation. They don’t want just sightseeing, or a tour of their ancestral land, or a beach, or a cool urban break, they want it all. They want the most bang for their buck. And they want it in a convenient package. Luckily, Ireland offers it all, and we knew that if we could just communicate this to our target audience, they would gladly spend the money on the experiences Ireland’s Wild Atlantic Way can offer.

In today’s world, the main way to share experiences and holidays is through real time posts on Instagram, Facebook and Twitter. Photography has always functioned as a way to share experiences, but now, with a wide array of filters and lenses on everyone’s smart phone, everyone is an expert and every expert experience can be instantly shared. We decided to take cues from Instagram-style photography in our print and TV/ YouTube executions.

While researching how our target uses these platforms, we stumbled upon an interesting habit of many Millennials to photograph their feet, their legs, their hands, and basically every part of themselves except their face as they experience new things. These photos are seen as artsy rather than self indulgent, while still saying “I was here.” The trend has made its way from first-adopting hipsters to now being so common it is used in mainstream wedding photography. We decided to run with this trend and show the journey of a traveler’s feet as they experience the Wild Atlantic Way. Our print also features this same style.

Given this same insight that our target audience lives in a digital world, it was an obvious move to make digital a priority in this campaign. Our TV spots function as teaser for a YouTube release. All traditional media builds to an Instagram and Twitter treasure hunt for tickets to a promotional concert.

Director | Production or Agency | Date 2012 | Film title - Storyboard3

The Campaign (in order of appearance)

5-7 sec TV TeaserYouTube Short Film Full 20 sec TV AdPrintRadioDigital

Director | Production or Agency | Date 2012 | Film title - Storyboard4

Client: Tourism IrelandProduct: Wild Atlantic WayTitle: TV Advert “Journey Teaser”Length: 5 - 7 Secs

Wild Atlantic WaySTORYBOARD TEASER

03 - LOGOThe skirling music ends suddenly with a shot of the logo.VO (whispering): The Wild Atlantic Way.

01 – CLIFFS OF MOHER We hear music in the style of Riverdance and see a pair of feet Irish dancing near the Cliffs of Moher. The music is boisterous and the feet are pounding the footpath.

02 – IRELANDOur gaze zooms outward to reveal the island of Ireland. The sun rises to highlight the Wild Atlantic Way with glowing light. Music rises to a crescendo.

Director | Production or Agency | Date 2012 | Film title - Storyboard5

Wild Atlantic WaySTORYBOARD YOUTUBE

01 – SYCAMORE TREE We see a sycamore tree in the south of Ireland, nestled between two hills.

02 – SEED Our view zooms to see a seed on a branch of the tree. Wind tugs at the seed. It is shaking, anticipating liftoff.

03 – AIRBORNE SEED The seed launches into the sky. Lifted by wind gusts, the seed crosses the Atlantic Ocean.

Client: Tourism IrelandProduct: Wild Atlantic WayTitle: YouTube Short Film - “The Journey”Length: 2 Minutes

Director | Production or Agency | Date 2012 | Film title - Storyboard6

04 – CROSSING THE OCEAN The seed passes over boats, islands, numerous seagulls, and the Statue of Liberty.

05 – LANDING Finally, we see the seed land next to a pair of feet in the grass. We hear a bodhrán beat coming from within the seed. The foot begins to tap to the beat.

06 – LEAVING The feet walk to the beat into a taxi and step out at an airport. We follow them through a busy terminal as the beat plays faster and more frantically. We see the feet board an Aer Lingus plane.

08 – IRISH LANDING We follow the feet off the plane into a terminal and into a car. We follow the wheels from Belfast into the countryside, a tin whistle joining the bodhrán’s beat.

09 – DRIVING We see the feet propped up on the dashboard of the car as it travels down widing Irish roads, a map spread across our protagonist’s lap revealing the Wild Atlantic Way.

10 – GIANT’S CAUSEWAY We see the feet stepping up and down Giant’s Causeway, sea spray lapping the stones.

Director | Production or Agency | Date 2012 | Film title - Storyboard7

11 – ROPE BRIDGE We see the feet and hands crossing the Carrick-a-Rede rope bridge.

12 – SURFING We see the bare feet on a surfboard riding a wave, the hills of Donegal in the background.

13 – PUB We see the hands holding a pint of Guinness in an old pub, a trad session playing in the corner.

14 – CLIFFS OF MOHER We see the feet hanging off the edge of a cliff at the Cliffs of Moher.

15 – BURRENWe see the feet hiking through the Burren.

16 – HORSE RIDINGWe see the feet in stirrups, horseback riding along Derrynane beach.

Director | Production or Agency | Date 2012 | Film title - Storyboard8

17 – DANCINGWe see hands clapping and feet clumsily performing an Irish jig alongside professional dancers.

18 – FESTIVALWe see the feet in the air, crowdsurfing at a music festival.

19 – CLOVER FIELD We see the feet stepping into a field of clover next to a tree.VO: Set foot on the auld sod

20 – THE SYCAMORE TREE Our gaze zooms out to reveal a bird’s eye view of the Sycamore tree from the opening scene.VO: and experience all Ireland has to offer

21 – IRELANDOur gaze continues to zoom outward to reveal the island of Ireland, the Wild Atlantic Way highlighted by the dawn’s glowing light.VO: on the Wild Atlantic Way.

22 - LOGOThe ad and the music end suddenly with a shot of the logo.

Director | Production or Agency | Date 2012 | Film title - Storyboard9

Client: Tourism IrelandProduct: Wild Atlantic WayTitle: TV AdvertLength: 20 Sec

Wild Atlantic WaySTORYBOARD TV ADVERT

01 – DRIVING We see feet propped up on the dash-board of the car as it travels down widing Irish roads, a map spread across our protagonist’s lap revealing the Wild Atlantic Way.

02 – GIANT’S CAUSEWAY We see the feet stepping up and down Giant’s Causeway, sea spray lapping the stones.

03 – ROPE BRIDGE We see the feet and hands crossing the Carrick-a-Rede rope bridge.

Director | Production or Agency | Date 2012 | Film title - Storyboard10

04 – DANCINGWe see hands clapping and feet clumsily performing an Irish jig alongside professional dancers.

06 – CLOVER FIELD We see the feet stepping into a field of clover next to a tree.VO: Set foot on the auld sod

07 – THE SYCAMORE TREE Our gaze zooms out to reveal a bird’s eye view of the Sycamore tree from the opening scene.VO: and experience all Ireland has to offer

08 – IRELANDOur gaze continues to zoom outward to reveal the island of Ireland, the Wild Atlantic Way highlighted by the dawn’s glowing light.VO: on the Wild Atlantic Way.

05 – BURRENWe see the feet hiking through the Burren.

09 - LOGOThe ad and the music end suddenly with a shot of the logo.

Director | Production or Agency | Date 2012 | Film title - Storyboard11

CLIENT: Tourism IrelandPRODUCT: “Wild Atlantic Way”TITLE: TV AdvertLENGTH: 20 Sec

Wild Atlantic WayPRINT

Director | Production or Agency | Date 2012 | Film title - Storyboard12

Director | Production or Agency | Date 2012 | Film title - Storyboard13

Director | Production or Agency | Date 2012 | Film title - Storyboard14

CLIENT: Tourism IrelandPRODUCT: “Wild Atlantic Way”TITLE: TV AdvertLENGTH: 20 Sec

Wild Atlantic WayRADIOIn order to drive followers from each city location to our social media platforms we will be running a radio ad on popular local stations during peak listening hours. The ad will also build awareness of our promotional concert and craft beer event, known as “Irish Fest.”

Radio AdvertOn Saturday June 7 join Tourism Ireland and The Strypes at the Douglas Corner Café for Irish Fest. Sample Ireland’s finest craft beer while you enjoy The Strypes concert and put your name in for a chance to win a free trip to the Emerald Isle. Follow Tourism Ireland USA on Twitter and Instagram for more information and special offers. Tickets to Irish Fest are on sale now online at ticketmaster.com.

Director | Production or Agency | Date 2012 | Film title - Storyboard15

CLIENT: Tourism IrelandPRODUCT: “Wild Atlantic Way”TITLE: TV AdvertLENGTH: 20 Sec

Wild Atlantic WayDIGITALFor the digital activation of this campaign we are promoting the Wild Atlantic Way by organizing a concert and Irish Craft beer fesitval in key locations across the United states, which include: Austin, Boston, Chicago, Houston, Nashville and New York. These locations where strategically chosen for their high Irish-American polulations.

The Strypes, a young Irish band, will be headlining the concert. This band was also strategically selected for their recent media spotlight in the United States (they played at SXSW and were featured on the David Letterman’s show) and for their large Twitter following (40k followers).

Free tickets to the concert will be scattered throughout each city in the week leading up to the event in secret locations. Locations will be revealed through Twitter and Instagram, featuring photographic clues that will hint at each ticket location. The first people to arrive at the location and find the bundle of tickets get to attend the concert and festival night.

A limited number of tickets will also be on sale at the doors the night of the concert to cover all expenses.

On the night of the festival, names of attendees will be put into a draw for a round-trip to Ireland with a free car rental to travel the Wild Atlantic Way.

Director | Production or Agency | Date 2012 | Film title - Storyboard16

NASHVILLE

Director | Production or Agency | Date 2012 | Film title - Storyboard17

CLIENT: Tourism IrelandPRODUCT: “Wild Atlantic Way”TITLE: TV AdvertLENGTH: 20 Sec