Every year on St. Patrickís Day, millions of Americans – are Irish. So we used this truth to build a campaign that would get more tourists to Ireland than ever before. With the Irish economy suffering, the government needed The Gathering initiative to be a success. So we created a rallying cry, "Calling all" descendants of Ireland, no matter how distant, to be a part of the Gathering. This bona fide invitation featured non-traditional Irish faces, while celebrating the Irish ancestry of the Flynns, O'Mallys, Schweitzenburgs, Nakamuras and Senguptas. The print campaign, along with our social app, was a roaring success. And soon, Ireland welcomed more tourists than ever before.
After answering 10 tongue-in-cheek questions, we'd present anyone and everyone with their percentage Irish. The game was the right combination of silly + bragging rights and people shared it more than we ever dreamed they would.