Freshwater was tasked with highlighting Ireland’s unique culture and contribution to the arts to Scottish consumers, positioning Ireland as an ideal destination for a cultural break. In addition we were to promote the first official St Patrick’s Day event in Scotland.
We began by creating a ‘season of St Patrick’s’ in the months leading up to St Patrick’s Day, partnering with various cultural venues and events across Scotland. This was supported by radio drops with hampers containing a variety of Scottish and Irish products for an on-air ‘taste test’, and celebrity photo calls, press visits and competitions.
The campaign secured extensive coverage across key print, online and broadcast media such as The Scottish Sun, Evening Times and the Scottish round up on GMTV as well as www.stv.tv.