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“There’s a word for those great discoveries you make when you go off the beaten track: Ireland.”
GO WHERE IRELAND TAKES YOU
Riffing on the brand idea of ‘serendipity’, the Get Lost promotion was one component of the acclaimed Go Where Ireland Takes You campaign, which received two Silver Lions at Cannes the following year.
1000s of ticket wallets, which contained an irreverently written guide and the chance to win a weekend break, were handed out to grumpy looking commuters at London stations during the morning rush. Raising a few smiles. And awareness of Ireland as great destination for a gettaway.
Riffing on the brand idea of ‘serendipity’, the Get Lost promotion was one component of the acclaimed Go Where Ireland Takes You campaign, which received two Silver Lions at Cannes the following year.
1000s of ticket wallets, which contained an irreverently written guide and the chance to win a weekend break, were handed out to grumpy looking commuters at London stations during the morning rush. Raising a few smiles. And awareness of Ireland as great destination for a gettaway.
Writer, Stef Macbeth
Art Direction, Sam Gleadow
Agency: JWT London
