Tourism Ireland DM BABY PATRICK by J. Walter Thompson Paris

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Direct marketing
Market France
Agency J. Walter Thompson Paris
Executive Creative Director Ghislain De Villoutreys Et Olivier Courtemanche
Account Supervisor Alain Laurent
Released March 2011

Credits & Description

Category: Travel, Entertainment & Leisure
Product/Service: TOURISM
Agency: JWT
Date of First Appearance: Mar 15 2011
Entrant Company: JWT, Paris, FRANCE
Entry URL:
Executive Creative Director: Ghislain de Villoutreys (JWT)
Creative Team: Les Gaulois (JWT)
Account Supervisor: Alain Laurent (JWT)
Account Manager: Michael Bernier (JWT)
Executive Manager: Aurélie Glondu (JWT)
Consultant: Anne da Silva Passos (Hill & Knowlton)
Media placement: PR - PR - 15 march 2011

Describe the brief/objective of the direct campaign.
In France, St Patrick’s celebration is more popular amongst expats, foreigners or tourists than it is to French people. We wanted to find an original way to connect with the French, with no budget.

St Patrick’s can be a great party in town, but some may be forced to miss it even if they didn’t want to. Like the parents who give birth to a child on March the 17th, 2011, that would have to stay with their new-born at the maternity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Ok, no big deal, Ireland has come up with a solution. If the lucky parents had a son and named him Patrick, the Ireland Tourism Board offered them a chance to win a trip to Ireland for the following year’s St Patrick’s.

We sent to over 200 journalists a kit containing a baby «Patrick“ bracelet, an official letter from the head of the Ireland Tourism Board, and autographed photographs to help them to justify their love of the name “Patrick“, just in case the little Patrick may ask the question...

Explain why the creative execution was relevant to the product or service.
This operation gave a reason to talk about Ireland! Not only because of its wonderful landscapes, but also its little buzz of craziness.

Also, March is a very good time, it's the right moment to buzz about a destination: people start thinking about short break's holidays, with the return of spring.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In only 2 days we got national TVs and radio to talk about the operation and French news websites.
Finally, we got the pleasure to register 2 babies Patrick, whose parents won a trip!