A Breath of Fresh
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DUBLIN INTERNATIONAL CAMPAIGN 2016 THE GUARDIAN READERS: Have a high concentration of Culturally Curious as readers. Audience spend 10% more than average on travel. Go on holiday more than average. PAiD content THe Sea COmeS in Standing proudly over the waters of Dublin Bay, the candy-striped Poolbeg A CITY OF SURPRISES chimneys have become a symbol of modern Dublin’s eccentricity and pride. The sublime coastline remains a surprise for many visitors. For DUblIn: the adventurous, take a dip in the refreshing waters at one of the many bathing spots, like the Forty Foot in A Different View Sandycove, Dublin’s famous open- air seawater pool that’s adjacent to the James Joyce Tower Museum, the Bustling and nestled close to the countryside; ancient setting for the first chapter of Ulysses. but filled with modern energy, Dublin is many cities Alternatively, a stroll along the beaches in one. The capital offers unexpected moments that at Velvet strand, Portmarnock, or make for precious memories – let the adventures Sandymount is just as sure to blow unfold before you and embrace the allure of Dublin away the cobwebs. Walking THe maze HigHer and HigH er The tracery of streets and cobbled Dublin’s rugged surrounds laneways at Dublin’s heart was laid seamlessly melt into the suburbs, out over 1,000 years ago, making offering panoramic views across the for a beguiling maze which unfolds city from on high. From a distance, uniquely with every exploration. The it’s the compact nature of Dublin streets of Temple Bar may be known Forty Foot, that surprises: a jewel-like city as the traditional heart of Dublin’s Sandycove on the riverbank, surrounded by nightlife, but they’re also a perfect swathes of that famous Irish green. starting point for unearthing some The untamed Dublin and Wicklow of the capital’s unique and charming mountains offer some of the most cultural treasures like Smock Alley it’s the compact nature of Dublin striking views on the east coast, Theatre. Ramble west and you’ll find with deer and sheep roaming among Queen Of Tarts, prized for its delicious that surprises; a jewel-like city on the pine trees. Established forest pastries and tea, perfect for a stop-off trails and paths can lead you to before the gothic grandeur of Christ the riverbank, surrounded by discover lively mountainside pubs. Church Cathedral. Cobbled laneways swathes of that famous irish green Visit The Blue Light pub in the lead to cafes, shops, galleries and Dublin mountains for wonderful nuggets of history in all directions. views out to the bay. THe lOng rOOm, TriniTy library THe HearT Of dublin Beckett, Wilde, Heaney and Joyce The Liffey is the central artery of the – when you explore the streets of city – follow it west and you’ll come Dublin, you walk in the footsteps to the James Joyce Bridge, gateway of its literary heroes. As Wilde, Beckett to Smithfield, an up-and-coming and Swift were students of the lauded district, home to traditional pubs Trinity College, it’s possible to stand and artists’ spaces. Follow the river in the very same library where they and you’ll find hidden gems like pored over their books. The Winding Stair, a restaurant- Home to over 6m volumes, Paid for by XXXXXXX cum-bookshop where Dubliners including the famous Book Of Kells, X while away long autumn evenings exploring the hushed rows of the over dinner and some Joyce, or library evokes Dublin like few other XXXXXX The candy-striped the famous Ha’Penny Bridge, that places can, giving a sense of ancient hy: X hy: P Poolbeg chimneys elegantly arcs across the river as it View from Killiney Hill wisdom, dignity and mystery that has done for 200 years. makes it truly unique. www.visitdublin.com Photogra See theguardian.com/paid-for-content for GNM’s commercial content guidelines PAiD content THe Sea COmeS in Standing proudly over the waters of Dublin Bay, the candy-striped Poolbeg A CITY OF SURPRISES chimneys have become a symbol of modern Dublin’s eccentricity and pride. The sublime coastline remains a surprise for many visitors. For DUblIn: the adventurous, take a dip in the refreshing waters at one of the many bathing spots, like the Forty Foot in A Different View Sandycove, Dublin’s famous open- air seawater pool that’s adjacent to the James Joyce Tower Museum, the Bustling and nestled close to the countryside; ancient setting for the first chapter of Ulysses. but filled with modern energy, Dublin is many cities Alternatively, a stroll along the beaches in one. The capital offers unexpected moments that at Velvet strand, Portmarnock, or make for precious memories – let the adventures Sandymount is just as sure to blow unfold before you and embrace the allure of Dublin away the cobwebs. Walking THe maze HigHer and HigH er The tracery of streets and cobbled Dublin’s rugged surrounds laneways at Dublin’s heart was laid seamlessly melt into the suburbs, out over 1,000 years ago, making offering panoramic views across the for a beguiling maze which unfolds city from on high. From a distance, uniquely with every exploration. The it’s the compact nature of Dublin streets of Temple Bar may be known Forty Foot, that surprises: a jewel-like city as the traditional heart of Dublin’s Sandycove on the riverbank, surrounded by nightlife, but they’re also a perfect swathes of that famous Irish green. starting point for unearthing some The untamed Dublin and Wicklow of the capital’s unique and charming mountains offer some of the most cultural treasures like Smock Alley it’s the compact nature of Dublin striking views on the east coast, Theatre. Ramble west and you’ll find with deer and sheep roaming among Queen Of Tarts, prized for its delicious that surprises; a jewel-like city on the pine trees. Established forest pastries and tea, perfect for a stop-off trails and paths can lead you to before the gothic grandeur of Christ the riverbank, surrounded by discover lively mountainside pubs. Church Cathedral. Cobbled laneways swathes of that famous irish green Visit The Blue Light pub in the lead to cafes, shops, galleries and Dublin mountains for wonderful nuggets of history in all directions. views out to the bay. THe lOng rOOm, TriniTy library THe HearT Of dublin Beckett, Wilde, Heaney and Joyce The Liffey is the central artery of the – when you explore the streets of city – follow it west and you’ll come Dublin, you walk in the footsteps to the James Joyce Bridge, gateway of its literary heroes. As Wilde, Beckett to Smithfield, an up-and-coming and Swift were students of the lauded district, home to traditional pubs Trinity College, it’s possible to stand and artists’ spaces. Follow the river in the very same library where they and you’ll find hidden gems like pored over their books. The Winding Stair, a restaurant- Home to over 6m volumes, Paid for by XXXXXXX cum-bookshop where Dubliners including the famous Book Of Kells, X while away long autumn evenings exploring the hushed rows of the over dinner and some Joyce, or library evokes Dublin like few other XXXXXX The candy-striped the famous Ha’Penny Bridge, that places can, giving a sense of ancient hy: X hy: P Poolbeg chimneys elegantly arcs across the river as it View from Killiney Hill wisdom, dignity and mystery that has done for 200 years. makes it truly unique. www.visitdublin.com Photogra See theguardian.com/paid-for-content for GNM’s commercial content guidelines Background to the Campaign Building on the success the ‘A Breath of Fresh Air’ launch in Great Britain in 2015, a creative proposition was developed to build a solid positioning and reappraisal for the brand and destination – Dublin unfolds from one unique moment to the next – which was delivered using the creative execution Dublin is What Happens in Between. The campaign launched on October 17th targeting the Culturally Curious segment in Great Britain to inspire this segment to reappraise Dublin and consider booking a trip to Dublin in the shoulder season (Nov-Mar). The campaign reinforced ‘A Breath of Fresh Air’ by showcasing Dublin through this lens, incorporating images of Trinity College, the Ha’penny Bridge and Howth. The campaign will feature across: Print, Digital, Out of Home and Radio using images and content that reinforces Dublin’s must-do list while getting off the beaten track and discovering Dublin for yourself. The call to action for the campaign is visitdublin.com. The results to date are encouraging with digital optimisation ensuring delivery beyond awareness, the campaign pacing ensured that traditional media gains had added impact alongside this focused campaign period. DIGITAL Culturally Curious audience demographics and passion points were targeted: websites such as: radiotimes.com, femalefirst.co.uk, jamieoliver. com, officiallondontheatre. co.uk, foodnetwork.co.uk and deliaonline.com PaiD Content W ill S elf, noveliS t Dublin the beautiful For Will Self, a true understanding of Dublin didn’t come from immersion in its literary output or history. His epiphany was more physical, as he discovered the city’s topographical splendour on a long walk remember visiting Dublin as a child, airport, en route to give a public reading, feel properly oriented. I’ve driven into yet not really understanding where I and the driver pointed out the bizarre Dublin from every angle – and taken the I was. We’d come from Galway, in the giant bodkin which is the Spire of Dublin, train there from its northern counterpart, west of Ireland, where the soda bread erected to celebrate the city’s millennium.