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St Patrick’s Day 2022 campaign

Tourism Ireland rolled out a major programme of trade, media and consumer activity to capitalise on Ireland’s heightened profile around the world on St Patrick’s Day. Our aim was to capitalise on the heightened exposure for Ireland around the globe on 17 March. We wanted 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. 

Our 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 involved passers-by scanning a QR code to ‘press the Green Button’ and activating the festival. Each stage had a digital green curtain, which 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. 

Other highlights of Tourism Ireland’s St Patrick’s Day programme included the first ever Irish week in Milan, a concert with Kíla in the Centre Culturel Irlandais in Paris, a virtual ‘Ireland from the sofa’ concert livestreamed to homes in Germany, Austria and Switzerland, as well as a reception in the House of Commons in London.

St Patrick's Day Programme 2022

See highlights from our campaign