The Challenge

Tourism Ireland was looking for a ‘wow’ promotion in the New Zealand market to coincide with their new “Fill Your Heart with Ireland” global branding.

Our NZ team created and delivered a special initiative that resonated with the heart-filling elements of Ireland that encapsulated the new brand


The Initiative

Working with our established media contacts, we partnered NZME and The Café TV show to create a very special story around celebrity Mel Homer’s journey to Ireland to trace her ancestry.

What made this project particularly dynamic was the multiple partners, platforms and elements required to create such a successful final outcome.

Elements included:

  • Developing a story that touched on multiple tourism themes beyond the family ancestry story
  • Identifying a local based genealogist to help research Mel’s family history
  • Working with partners in Ireland to help pinpoint locations, experts and travel logistics
  • Creating a media plan involving digital, print, radio and TV
  • Adding a competition element to increase consumer engagement and database building


The Result

The resulting story and coverage was probably the most rewarding and extensive of any Ireland campaign in NZ

The content included Mel’s heart-warming story of tracing her family. Accompanied by may invigorating, funny, charming and moving tourism experiences throughout Ireland, beyond the usual gateways.   

Overall, the campaign had a reach of over ½ million New Zealanders and media value of over NZ$300,000