Over the last few months, our worlds have shrunk – we’ve been limited to small spaces, small groups, and small experiences. And, while many have learnt how to enjoy the smaller things in life, it’s starting to feel as if we’ve seen everything there is to see in our immediate surroundings. Jetting off around the world to go on holiday is still an uncertain prospect, but that doesn’t mean Irish citizens won’t soon have the chance to expand their horizons – as the country begins to reopen.
As restrictions are eased across the country, Fáilte Ireland (the country’s national tourism development authority) and Rothco, part of Accenture Interactive, wanted to inspire and inform the nation of the many ways a home-holiday can safely fulfil the need to escape, reconnect, and rediscover living more fully again. With people looking to have more control over their choices, a local holiday offers Irish people more than just a ‘staycation’. It’s a chance to create long-lasting memories in beautiful locations whilst staying safe in the realities of a Covid-19 world.
To achieve this, Rothco, part of Accenture Interactive and Fáilte Ireland have launched ‘Ireland, Make a Break For It’ – a multi-channel campaign that celebrates the potential holidays just around the corner that people have been dreaming of for months. The campaign is led by a 30-second TV spot that captures the sheer excitement of Irish people heading off on holidays, following various families as they pack their bags, count down the days on a calendar, lock up their houses, and embark on their car journeys.
In order to quickly execute the exciting new campaign, Rothco, part of Accenture Interactive went from concept to delivery in just one week, facing an incredibly fast turnaround. Working closely with director Brendan Canty and Antidote Films, the team needed to find both its cast and locations before capturing as many moments of giddy excitement as possible – all whilst working within the Covid-19 filming regulations.
The 30-second TV ad debuted on Saturday 27th June on RTÉ One, with video on demand ads running throughout the weekend. The campaign will also be accompanied by radio and social executions.
Jen Speirs, executive creative director of Rothco, part of Accenture Interactive comments: “It was a massive task in a miniscule amount of time. But actually, our way of working on this is the sort of creativity that I love. We trusted our instincts. We made decisions very quickly. We crafted at break-neck speed. And at no stage did that ‘we’ mean either agency or client – it was all of us, all in.”
Ali Levins, head of marketing communications at Fáilte Ireland comments: “The ‘Ireland, make a break for it’ campaign is some of the most important work Fáilte Ireland has developed in recent times. We are closely connected with our industry partners and we are acutely aware of the challenges they are now facing as a direct impact of the crisis. This campaign is one of the ways we are supporting them as they open their doors to the public again.”
She adds: “We understand from our research that people feel the urgency to take a break while summer is still here. This campaign taps into that pent-up need inside all of us post-lockdown as we want to pack our bags and escape to the open road. We believe this campaign captures this feeling beautifully and presents it in a very Irish way. We want Irish people to know that it’s okay to take a domestic holiday – one that will not only be a break to remember but also a way of supporting so many businesses and livelihoods across the country. Prior to COVID-19, one in eight jobs in Ireland were in the tourism sector with many of them based in rural Ireland. There is so much to be excited about again as we look to welcome people back out to the country.”