Hitting on Ireland’s unique combination of beautiful scenery and friendly people, Tourism Ireland invites visitors to the country in a new campaign that captures the nation’s spirit of generosity.

The campaign titled ‘Ireland Goes Beyond’ sets out to redefine perceptions of Ireland as a holiday destination. Working with agency partner Grey London to unpick what makes the destination so unique, the resulting campaign is a heartwarming depiction of Ireland and its breathtaking landmarks.

At the heart of the campaign, a film brings to life the spirit of Ireland’s generosity through a story of a local man, named Paul, who is determined to return a lost hat to some visitors. 

Paul travels far and wide across Ireland's illustrious landscapes, with the lost hat used as a simple creative to showcase the beauty of Ireland and its rich culture to audiences. 

Taking on the task of returning the hat, Paul underlines the generosity of Ireland’s people, as the simple act of kindness shows how visitors are made to feel welcome and at home during their stay. 

From its famous landmarks to its picturesque beaches and buzzing nightlife, the heartwarming campaign shows that Ireland has something for everyone.

The campaign is the first work to follow Grey London’s win of the Tourism Ireland creative account via a pitch process run by Creativebrief last year. The work strives to answer the simple yet fundamental question: What’s the one thing you can get in Ireland that you can’t get anywhere else? 

The agency undertook thorough ethnographic research with everyone from tour operators, to Irish locals and industry experts to gain an authentic understanding of what makes the island so unique. The research found that what truly sets Ireland apart is its ‘spirit of generosity’ that resonates with each and every visitor. 

“We know that visitors to the island of Ireland are motivated by our stunning scenery, deep history and rich culture. Uniquely, our people and our welcome add to this, by welcoming our visitors in. The island of Ireland is a place of connection and we’re proud to share some of that in our new campaign,” explains Aidan Power, Tourism Ireland’s Director of Marketing.

The warm campaign is intended to be an actualisation of the feeling that visitors get when visiting Ireland. Not just a place but somewhere people can truly feel a part of. 

“Unfolding like a small film, a simple act of kindness becomes a cinematic celebration of Ireland’s warmth, humour and spirit. We wanted to reflect the uniquely human character of the island, and it was a genuine honour to create a story that celebrates what makes travelling in Ireland so memorable,” added Helen Rhodes, Chief Creative Officer at Grey London. 

By digging deep to understand what makes Ireland unique, the campaign acts as a welcome invitation, embodying the spirit of Ireland.