Tourism Ireland aims to tap into commuting frustration

Tourism Ireland is hoping to attract visitors stressed by London’s transport issues and travelling during the Olympics with a film featuring Bridesmaids and The IT Crowd star Chris O’Dowd.

The two-minute YouTube film pits “Yer man” flying to Ireland for a pint of Guinness against “Office Boy” commuting in London.

The hectic commute into London exacerbated by the extra visitors to the Capital this summer is contrasted with the lack of gridlock in Ireland.

In O’Dowd’s cameo he intentionally slows ‘Office Boy’ down by closing the lift doors as he nears his final destination. He also does the voiceover for the film.

The film, created by Publicis London, ends with the challenge: “How will you deal with the madness? Will you escape it, or embrace it?” and invites viewers to make one of two choices that will then enter them into a prize draw. Prizes include either a trip to Ireland, or VIP treatment at Irish House in London or a tab at the Porterhouse in Covent Garden.

The YouTube film will be supported by seeding via Rubber Republic and Outbrain, premium video page posts on Facebook and pre-roll and Twitter activity.

Tweeters will be encouraged to use #escapethemadness or #embracethemadness and join the debate.

Press and outdoor creative for the campaign launched last month and media is being handled by Carat.

Mark Henry, Tourism Ireland’s central marketing director, says: “Tourism Ireland is a strong believer in the power of engaging content to generate positive word of mouth about Ireland.”

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