Spec Staycation Campaign
All Good Dogs go to Northern Ireland
The Client
Tourism Northern Ireland
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The Brief
People are going abroad on holidays rather than taking a staycation in Northern Ireland. Tourism Northern Ireland needs to achieve fame as the ultimate pet-friendly holiday destination on the Island of Ireland.
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The Idea - All Good Dogs go to Northern Ireland
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The majority of us humans go on 2.5 trips every year across decades. How many holidays has your dog taken?
Or more importantly, how many more opportunities do you have to take your best pal on holidays?
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For this idea, we’ll take the existing guilt that people feel about leaving their dogs behind and double it.
This campaign will show that dogs deserve a break and that Northern Ireland is the perfect spot to go on holiday with your dog ...while you still have the chance.
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OOH Campaign
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The OOH campaign will hypothetically feature the vibrant and distinct photography of Kaylee Greer. It will feature rescue dogs from the Social Film execution at NI landmarks. The dogs featured will be a little older, greyer and wiser looking. The photography will showcase the beautiful landscapes and landmarks of Northern Ireland.
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In order to target guilt ridden pet owners who like to travel, the campaign will include OOH at departures and arrivals at Dublin Airport.
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Social Campaign
Tourism Northern Ireland wants to give dogs who truly deserve a break, the holiday of a lifetime. To do this, TNI will partner with Dogs Trust Ireland to give a group of older and adoptable dogs (and their handlers) the holiday of a little lifetime to Northern Ireland. They will drive around Northern Ireland in a distinctly branded bus to garner attention as they travel.
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The aim is that through earned media the piece will help showcase the beautiful pet friendly sites around Northern Ireland. The dogs will be treated like VIPs, brought to beaches, walks, hikes and all of the dog friendly sites that NI has to offer. They might even get room service! Pupachino anyone?
Earned Media Stunt
The Titanic was built in Belfast and carried twelve beloved dogs and only three survived. A dog-friendly outdoor exhibit will be created on the grounds of the Titanic museum. The exhibit will tell the stories of the twelve known dogs on board and their extraordinary owners. This will be an attraction targeted at dog owners visiting NI with the aim of attracting earned media.
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Added extra..
'All Good Dogs go to Northern Ireland' branded dog scarves will be available for free at Tourism Offices and many TNI partners throughout Northern Ireland.
