BRIEF
Promote Ireland’s Wild Atlantic Way as a tourist destination for Star Wars fans
INSIGHT
In the Star Wars Universe, people don’t visit countries, they visit planets
IDEA
To run the world’s first intergalactic space tourism campaign for planet Earth
Tourism Ireland asked us to help them remind geeky tourists that a significant part of the new Star Wars films had been shot on a small island off the coast of West Cork. So, with an absolutely minimal budget and very little time, we set about creating a socially led campaign that would help get the word out.
We started out by writing a spoof tourism ad for Earth’s Wild Atlantic Way that was supported by a series of Star Wars meets Ireland Instagram posts. Then, to help get the galaxy’s attention, we also created the world’s first advertising billboard in space. The campaign was a roaring success across social media and resulted in widespread press coverage.
