Milan, March 7, 2024 – Irlanda. Dritto al cuore.

Tourism Ireland and lastminute.com have joined forces once again in a brand new sustainable tourism campaign for Ireland Week, launching 8th March.

What is it about Ireland that makes you fall in love with it? Our campaign is a “love letter” to the island, formed around this one question, and in it we attempt to highlight every one of this country’s delightful facets. The concept “Irlanda. Dritto al cuore” has been the guiding principle of this new campaign, aiming to celebrate the unique combination of history, adventure, and outdoor activities that make Ireland extraordinary.

The campaign includes different media activations: Digital Out of Home, Audio ads on Spotify, and Radio Lombardia which focus on the city of Milan, while the rest of the digital activities have a broader scope with formats (display and social) that stimulate interest and engagement.

The promotion’s objective is to encourage conscious and sustainable discovery: lesser-known cities, natural areas, and outdoor activities take centre stage, presented in various formats such as audio, video, and images.

“The island of Ireland, with its millennia-old history, vibrant culture, and breathtaking nature, evokes emotions that go straight to the heart. We invite everyone to explore its territory, discovering less famous destinations to support rural communities flourishing thanks to tourism.
We also aim to convey that Ireland is a year-round destination with direct flights. There are many opportunities for a trip, from cultural festivals to outdoor activities.
We are excited about the collaboration with lastminute.com, which helps us effectively communicate all of this with its declaration of love for Ireland.”

Commented by Marcella Ercolini, Director of Tourism Ireland Italy.

The campaign will promote Flight + Hotel packages departing from Italy to destinations such as Belfast, Galway, Cork, Donegal, Killarney, and Kilkenny.

Concept, creativity, and planning are handled by Forward, the media-marketing company of lastminute.com Group, specialised in developing integrated digital marketing campaigns to engage travellers and promote destinations worldwide.