First look: IDA Ireland’s new global advertising campaign (video)

13 Jun 2013

IDA Ireland, Ireland’s agency responsible for attracting major digital giants such as Twitter, Google and Facebook, is about to kickstart a global advertising campaign that plays to the country’s heritage, as well as its promise as a home for the next generation of digital, scientific and financial leaders.

The campaign entitled ‘What Makes Ireland Great – Makes Ireland Great for Business’ combines the rustic and traditional with the contemporary and energetic.

It highlights Ireland’s lifestyle, as well as the energy of its cities and citizens, and organisations like the global success CoderDojo make a cameo appearance.

The campaign will also draw parallels between the Irish brand of imagination and its litany of famous writers and the creativity required by the emerging organisations.

Fresh thinking and innovation


IDA Ireland will focus its media buying to reach C-suite executives in the areas of IT, financial services, life sciences and digital media.

The TV campaign rolls out across the US this week, starting with Bloomberg and CNBC, followed by tech-based media websites and a social media campaign.

“The advertisement aims to reflect the energy and vibrancy of the Irish population, as well as our openness to fresh thinking and innovation,” IDA Ireland CEO Barry O’Leary said.

“The advert concentrates on Ireland’s business-friendly environment and growing technology sector, and refers to many global brands with a presence here.

“The advert storyline focuses on the things that have always made Ireland great – creativity, friendliness, flexible thinking and warmth, and ties these attributes to making business work,” O’Leary said.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years