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St Patrick's Day Programme 2022

Tourism Ireland turned advertising sites from New York to Sydney into an outdoor music festival to celebrate St Patrick’s Day. Tourism Ireland’s Green Button Festival saw outdoor digital advertising billboards turn into stages highlighting our rich music, culture and dance. The billboards were located in areas of high footfall – including Times Square in New York, Westfield London shopping centre, Via Dante (pedestrian street) in central Milan and Sydney Cove (on the southern shore of Sydney Harbour).  

The interactive billboards saw passers-by scanning a QR code to ‘press the Green Button’ and activating the festival. Each stage had a digital green curtain, which will then opened reveal the music. Acts included some of our best-loved artists, as well as up-and-coming talent, including Clannad and Denise Chaila, the Hot House Flowers and Kíla – all preforming from locations around the island of Ireland, including the Oh Yeah Music Centre in Belfast, the Giant’s Causeway, the Cliffs of Moher, Newgrange and Dublin’s Temple Bar. 

The festival ran on and on other digital channels – including YouTube, Instagram, Facebook and Twitter – in Great Britain, the United States, Germany, France, Spain, Italy, the Netherlands, Belgium, the Nordics, Switzerland, Austria, Canada, the UAE and Australia. 

Our St Patrick’s Day programme this year also included an extensive programme of trade, media and consumer activity to restart overseas tourism. Tourism Ireland aims to capitalise on the heightened exposure for Ireland around the globe on 17 March. The organisation wants to send a clear message that Ireland is open for business again and that we cannot wait to welcome back visitors from across the globe. 

St Patrick's Day Programme 2022

See highlights from our campaign