Tourism Ireland Promo RENT AN IRISH FRIEND by J. Walter Thompson Madrid

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Industry Transport, travel & tourism
Media Promo & PR
Market Spain
Agency J. Walter Thompson Madrid
Creative Director Juan García Escudero, Pablo Rodriguez Meire, Jaime Chávarri, Paco Garcia
Art Director Alberto Espeja
Account Supervisor Mari Cruz Muñoz
Released March 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Agency: JWT
Date of First Appearance: Mar 13 2010 12:00AM
Entrant Company: JWT , Madrid, SPAIN
Managing Creative Director: Miguel Bemfica (JWT Delvico)
Creative Director: Jaime Chavarri (JWT Delvico)
Creative Director: Juan Garcia-Escudero (JWT Delvico)
Creative Director: Pablo Rodriguez Meire (JWT Delvico)
Creative Director: Paco Garcia (JWT Delvico)
Copy: Karolina Arija (JWT Delvico)
Copy: Monica Douglas (JWT Delvico)
Art Director: Alberto Espeja (JWT Delvico)
Account Supervisor: Mari Cruz Muñoz (JWT Delvico)
Media placement: STREET MARKETING - LA LATINA, AZCA, J.BENAVENTE - 13.03.2010

Describe the objective of the promotion.
Promote all that Ireland has to offer and obtain PR and media coverage.

Describe how the promotion developed from concept to implementation
“Rent an Irish Friend” For our rental we needed real Irish people: happy and charming, who loved their country and could speak Spanish. We did a casting and we chose 2 Irishmen and 3 women. We also made a catalogue with each profile so people could choose according to their interests, a classified ad offering Irish Friends for rent and an Irish pub on the streets where the hiring took place.

Describe the success of the promotion with both client and consumer including some quantifiable results
There were 3300 visitors in 5 days. The promotion came out in 5 different TV news shows, as well as in various magazines, blogs and newspapers.

Explain why the method of promotion was most relevant to the product or service
Making real renting of real people is so unusual that it was enough to get the attention of the medias and the passers-by. We did it some days before St. Patrick’s Day which contextualised the action and increased the reminder of Ireland.