In March 2021, we rolled out our biggest ever St Patrick’s Day programme of promotions around the world. Against the ongoing backdrop of COVID-19, the programme was more important than ever before. During this challenging time, we wanted to mark St Patrick’s Day and to keep the island of Ireland to the fore in a really positive light.
A record-breaking 725 sites in 71 different countries lit up in green. And our virtual promotions brought St Patrick and the island of Ireland into the homes and minds of overseas consumers, reminding them that Ireland is the perfect place to visit, when the time is right. Our paid campaign reached around 60 million people around the world. And we reached many, many more through huge positive international media coverage – in print, broadcast, online and social media.