When Visit Ireland wanted to encourage people to travel to Northern Ireland and enjoy all it has to offer, they came to Metro to promote it in Boston, New York and Philadelphia. The campaign is part of an effort to attract American tourists to Northern Ireland.
The campaign consisted of:
- Cover wrap in Metro Boston, New York and Philadelphia
- 2 full page ads in all 3 cities on 6/9 and 6/23
- Editorial travel story on Ireland in the travel section
- 4-page editorial supplement in print
Metro demonstrated once again its ability to raise awareness and promote brand-consumer connection.