Our new brand platform “The Island That Goes Beyond” is designed to bottle Ireland’s unique spirit of generosity, transforming everything from the on-the-ground experience to trade, internal culture and consumer comms. The launch campaign film playfully illustrated this spirit of generosity through the story of one local man’s simple act of kindness escalating into an unexpected pursuit across the island.

Famously Effective

In a competitive global tourism landscape where every destination is fighting for attention with famous landmarks, white sand beaches, or guaranteed warm weather, Ireland is the underdog. To outcompete and grow visitor numbers, Tourism Ireland and Grey set out to answer a fundamental question: what’s the one thing you can get in Ireland that you can’t get anywhere else?

What truly sets Ireland apart isn't just a list of attractions, but an inherent "spirit of generosity" that resonates with every visitor. This spirit is felt throughout the island: the warmth and charm of its people, its calm, inviting wide-open natural spaces, and a vibrant culture of music, food and art that actively encourages you to take part, not just observe. While most holidays leave visitors feeling like a tourist on the periphery, Ireland truly invites you in. It’s not just a place you visit, but somewhere you’re made to feel part of. Grey’s campaign platform, "the island that goes beyond," is designed to bottle this unique spirit of generosity and motivate holidaymakers around the world to visit. With a dose of Irish wit and charm, of course.