Solution

Based on the insight of 'a good break / holiday is about the stories you tell people on your return', which lead to the proposition 'Short Breaks, Tall Tales'.

The execution focused on Fungi the Dolphin, a local hero who set-up home in Dingle bay. On establishing the focus, we then chose a new media format to bring Fungi to life. This was the first time Tourism Ireland moved away from standard media into a rich media format.

All placements gave an average of 8.03% click through rate, with one specific site delivering a CTR of 14.19%. The ad was also short-listed for Best Interactive Ad within the CIMTIG Travel Advertising Awards.