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10 Apr 2018

Director’s cut of landmark TV ad celebrates 25th anniversary of The Cranberries debut album

Tourism Ireland marks the 20th anniversary of the Good Friday Agreement

The director’s cut of one of Ireland’s most memorable and best-loved tourism ads has been shared for the first time ever today, to celebrate the 25th anniversary of The Cranberries seminal debut album, Everybody Else is Doing it, So Why Can’t We.

Tourism Ireland is marking the anniversary by sharing this never-before-seen, four minute-long director’s cut of the ad from 1996, made famous by its stunning aerial shots of the island of Ireland and its soundtrack – the single Dreams by The Cranberries.

This ad holds a special place in the history of Ireland’s tourism advertising. Launched in 1996, it was the first ever TV ad to market the island of Ireland as a whole, featuring sweeping shots of stunning locations like the Giant’s Causeway, the Skelligs and the Cliffs of Moher – all set to the inimitable voice of The Cranberries’ lead singer, the late Dolores O’Riordan.

The shoot for the ad took place over 22 days and involved 120 crew members. It was directed by Sharon Maguire – who went on to find global fame as the director of the 2001 blockbuster Bridget Jones’ Diary.

To view the film, click here.

This famous ad was being seen on TV screens across the globe during a critical era for the island of Ireland – in the lead-up to the signing of the Belfast Agreement of Good Friday 1998. Today marks the 20th anniversary of this historic pact; Tourism Ireland was subsequently established under the framework of that agreement.

The Cranberries’ debut album Everyone Else Is Doing It, So Why Can’t We was released 25 years ago, in 1993. Dreams featured on the soundtracks of many TV shows and films in the 1990s – including My So Called Life, Beverly Hills 90210 and films You’ve Got Mail and Mission: Impossible.

Niall Gibbons, CEO of Tourism Ireland, said: “We are marking the 25th anniversary of this iconic Irish album and honouring the memory of one of Ireland’s greatest musicians by sharing this rarely seen version of our ad from the 1990s. The film marries the wonderful vocals of the late Dolores O’Riordan with spectacular footage of the island of Ireland. We would like to pay tribute today to this incredible artist, whose music brought images of her native Ireland so vividly to life for people everywhere around the world.”

The film is being shared around the world via Tourism Ireland’s social platforms, including Facebook (around 4.2 million fans worldwide), Twitter (476,000 followers) and on YouTube.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism Ireland would like to thank the Irish Film Archive for making this film available.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 281,000 people across the island.
  • In 2017, we welcomed approximately 10.65 million overseas visitors to the island of Ireland, delivering revenue of about €5.78 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.