This is the accompanying pitch document delivered to the Discover Ireland Client pitched by Human Agency

2. We see brands through HUMAN eyes.
We engage with a HUMAN touch.
We think digital with a HUMAN mind.
We are creative. We are alive. We are HUMAN
www. HUMAN-creativeagency.tumblr.com
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3. Basic Document Structure
1. Introduction
2. The Campaign
3. Primary Research
4. Secondary Research
5. Bringing Research to life
6. The Creative Brief
7. The Big Idea
8. Creative Executions
9. Media Strategy
10. Conclusion
11. References
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4. Chapter 1: Introduction
We are HUMAN. A people first agency. We
are run by people for brands who really care
about people. Brands should speak, feel and
hear their audience. HUMAN was conceived
as a communications agency that champions
people and people focused ideas. Most
agencies talk about people. At HUMAN it’s
built into our DNA. In a world overwhelmed
with data and surrounded by technology, it’s
important to put the person in persona.
Our team consists of some of the most talented
people in the industry.
Cian Fanning | Managing Director
John McSweeney | Account Executive
Nataliya Langan | Account Executive Back Row L-R: Michael Browne, Paul Molloy, Alexandra Calder, Darren Hanratty, Stephen Byrne,
Michael Browne | Brand Strategist Rachel Owens, Jessica Majekodunmi.
Front Row L-R: Ivor Noyek, Nataliya Langan, John McSweeney, Cian Fanning
Jessica Majekodunmi | Communications Planner
Ivor Noyek | Creative Director
Stephen Byrne | Art Director/Illustrator
Alexandra Calder | Copywriter
Darren Hanratty | Copywriter
Paul Molloy | Art Director/Digital Strategist
Rachel Owens | Art Director/Digital Strategist
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5. Chapter 2: The Campaign, Our target audiences range from young
singles to empty nesters, young families
in brief to older families. Each of these segments
Despite the global downturn it is estimated better responds to different channels, with
that 2011 saw a 5% growth in domestic their needs from a holiday also varying. For
tourism. Irish consumers have become savvy instance, young singles are more fun seeking
in an effort to adapt to changing situations. while young families must always prioritise
Seeking better value and being thrifty is seen the needs of their children. In the year of ‘The
as a new trendy thing to do. As a result people Gathering’, we need them to think and feel
are travelling abroad less, opening up great there is so much happening here in 2013. We
opportunities for local tourism or ‘staycations’. want them to book a holiday in Ireland next
Domestic holidays represents over €1.6 billion year because it is their first choice.
to the Irish economy. Fáilte Ireland’s role is
to support the tourism industry and work
to sustain Ireland as a high-quality and Our key objectives are as follows:
competitive tourism destination. According
1. ncourage people in Ireland to book a
E
to the CSO, 1 in 10 people are employed the
domestic holiday in 2013.
tourism sector in Ireland.
2. Encourage people to use Discoverireland.ie
The challenge for HUMAN is to create a
strong through the line campaign that builds 3. etain some continuity with “The Fun
R
upon the success and sentiment from “The Fun Starts Here” campaign
Starts Here” campaign. Fáilte Ireland’s brief
calls for a new creative strategy to build upon 4. Embrace the year of ‘The Gathering’.
the success of their previous campaigns and
promoting domestic tourism in 2013 against
the backdrop of ‘The Gathering’. We have to
use an integrated multimedia approach across
bought, owned and earned assets. Our goal is
to create a strong, people first campaign.
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6. Chapter 3: Primary Survey Findings:
Research Methodology Behaviour towards domestic breaks
In order to gain an insight into the patterns of The survey uncovered some insightful
To try and understand the mindset of the Irish
domestic holidaying in Ireland we established interesting quantitative findings. For instance,
towards holidaying at home we undertook a
an online survey consisting of 16 questions 49% of respondents said that they would
series of research methods to gain insights into
about holidaying habits. The questions consider Ireland as a first choice for a holiday
the psyche of the Irish holidaymaker. In the
were designed to give the team a deeper (weekends included). With such a high number
following section we shall lay out the various
understanding of how Irish people feel about of people willing to consider a domestic
data collection methods that were employed
the prospect of holidaying at home. In total break in Ireland we had a solid foundations
to inform our campaign. We shall also outline
there was 244 respondents spanning 4 age from which to build our campaign. Our
the key findings from our research.
groups. task therefore wouldn’t require targeting an
entire new market, but rather exploiting and
Respondents
Target Audience developing on an already interested consumer
In total there was 244 responses to our online base. Of those who took the survey, 69%
The target audiences were provided in the survey with 53% of respondents being female
Fáilte Ireland brief. There are 4 distinct and 47% being male. We wished to target as Stated they had taken a break (long or short)
groups: broad variety of individuals as possible. We at least twice in the last 12 months. Of those
utilised social media as the primary method of who did take breaks, weekend breaks were by
1. Young Singles distribution. The age groups chosen mirrored far the most popular (57%) followed by 7 day
2. Young Families the 4 target groups outlined by Fáilte Ireland. breaks (31%).
3. Older Families
18-24 (14%)
4. Empty Nesters
25-34 (43%) How they research
The survey highlighted a variety of different
Objectives: 34-54 (23%) ways in which people research their
55+ (20%) holidays. Online research was cited as the
1. o understand the sentiments that Irish
T
most favoured method (43%) followed by
people hold towards holidaying at home.
word of mouth (26%). However one could
2. o gain insights into attitudes towards ‘The
T argue that there is a crossover between two
Gathering’ as qualitative research suggests that many
3. o understand consumer behaviour when
T people consider social media interactions
booking holidays with friends as being Word of Mouth.
6

7. However when asked if they ever used the Favourable Aspects: Focus Group
discoverireland.ie website in researching 48% of respondents said that having ‘fun’
After completing the online survey and
their trips, only 25% said they had. was the most desirable thing they look for in
analyzing the results from it we continued
a holiday; a further 11% suggested adventure
our primary research conducting two focus
was top of the list. When asked to rate the
groups. The main objective of this qualitative
Attitudes towards ‘The Gathering’ attractiveness of certain aspects of Ireland,
research was to uncover key insights into
In the client brief we were asked to incorporate ‘the people’, ‘the scenery’ and ‘the craic’ rated
the Irish people’s views and experiences of
‘The Gathering’ into our main campaign. In very highly.
holidaying in Ireland as well as the opinions
order to better understand attitudes towards
they have of Ireland as a domestic holiday
‘The Gathering’ we questioned people about
destination. Similar to our questionnaire we
it. We found that there was a high awareness Unfavourable Aspects:
attempted to represent each of our four target
of ‘The Gathering’ (80%), however many The most unfavourable aspect about
markets in our research; Young Singles, Young
of those questioned also admitted that they holidaying in Ireland was unsurprisingly
Families, Older Families and Empty Nesters.
were unsure of its exact content. When asked the weather. Price was also a barrier to
if they would be more likely to holiday in those choosing to holiday here, however our
Ireland in 2013 because of ‘The Gathering’, secondary research into this matter indicates
Methodology
12% said yes, 36% said maybe and 52% said that prices in the hospitality sector in Ireland
We conducted two focus groups with five
no. The large number of ‘No’ answers could has dropped significantly over the last few
people in each group. We structured our focus
well be due to lack of knowledge of what ‘The years. Surprisingly the issue of ‘familiarity’ did
groups around seven carefully pre-determined
Gathering’ actually is. In our opinion, if more not rate very highly in terms of attractiveness.
questions. It was important for us that we
people were informed as to the content of ‘The
had people represent the four target groups
Gathering’ numbers willing to holiday at home
and that they didn’t know each other. A team
because of it would perhaps be more positively
consisting of a moderator and an assistant
influenced.
moderator ran the focus groups. Before the
start of the session the participants were given
demographic information forms to fill out.
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8. Key Questions: Analysing the data: destination. 7 day+ holidays seemed to only be
attractive to participants with young children.
Q1. Have you been on holiday recently? We narrowed down our essential information
They cited the convenience and comfort that
(Weekends or long holidays) by transcribing all the focus group tapes.
domestic holidays offered as opposed to the
Subsequently all this information was entered
Q2. Would you consider Ireland as a hassle of going abroad with young children.
into Excel spreadsheets (See Appendix). A
first choice destination for a holiday? separate spreadsheet was then used for each When the participants were asked what they
(Including weekend breaks) if yes/no why? key question, starting with the answers from most liked about Irish holidays, issues such as
Q3. hat type of holidays do you usually go
W Focus Group 1, followed by those of the convenience, comfort, Irish food, scenery, less
on in Ireland? (City breaks, Camping, Focus group 2. All the data was then analysed travel and stress rated very highly. In contrast
Festivals/Concerts, Package holiday and and synthesised in order to uncover the key to this, the weather, followed by price was
other) Why do you choose them? insights. seen as the main deterrents to holidaying in
Ireland. The weather was the main barrier
Q4. hat do you like best about holidaying in
W for people wishing to book long domestic
Ireland? Results holidays. One respondent stated: “If I knew we
Q5. hat do you least like about Irish
W would get two weeks of good weather, I’ll go
From the focus groups participants’ answers for two weeks.” It was interesting to discover
Holidays? and reactions, we were able to better that many of people didn’t view Ireland as
Q6. re you aware of ‘The Gathering’? If yes,
A understand how Irish people perceive Ireland a “proper” holiday destination. As one of
would you be more likely to holiday in as a domestic holiday destination. We also our participants commented: “Holidaying in
Ireland because of it? acquired a great sense of what our target Ireland is not for me. I want a proper holiday
groups’ views and thoughts were on ‘The abroad.” Another said “No. I wouldn’t
Q7. ave you used Discoverireland.ie
H Gathering’ and the Discover Ireland website. holiday in Ireland.” However conversely both
website? If yes, how did you find the
One recurring theme that cropped up was individuals admitted to going on weekend
experience?
the fact that in general Irish people do like breaks in the past 12 months.
go on holidays in Ireland. As one of our When the topic of ‘The Gathering’ was
participants’ mentioned: “I do like holidaying brought up, the majority of the people had
in Ireland. I have always enjoyed it!” This an awareness of it. However the idea of next
sentiment was a recurring theme in both year being the year of The Gathering was not
focus groups. However despite liking Ireland appealing to our participants and they did not
as a destination, many of those questioned feel that ‘The Gathering’ was not singularly
preferred it solely as a short break or weekend a good enough reason for a domestic holiday.
8

9. Interestingly participants, who had close In-Depth Interviews his breaks and often left planning to the
family living abroad seemed willing to join week before; “There isn’t much planning
In order to gain deeper insights and possibly
‘The Gathering’ if their relatives were coming involved. You can go on the spur of the
uncover new ones, we decided to conduct in-
home: moment”. When asked why he enjoyed these
depth interviews. We conducted four in-depth
breaks he simply replied ‘because of the
“I have American family and if I know they interviews with representatives from each of
craic’. When it comes to booking a holiday
are coming for The Gathering I’ll be willing to the four target groups: Young Singles, Young
in Ireland, he would firstly consider a friend’s
join them. But outside of that, probably not.” Families, Older Families and Empty Nesters.
recommendation (including Facebook posts/
Another participant said “I don’t think it will
photos) and would also research online.
work…but if it turns out to be good craic I’ll
join in!” Methodology
Curiously despite some negative sentiment Four In-Depth interviews were conducted. Young Families
towards ‘The Gathering’ among our The interviews took place in our respondent’s Our second interviewee represented the Young
participants, when asked if they though it was private homes in order to make them feel more Families target group. This participant had
good idea that our government was organizing comfortable and willing to give more honest two children under 5. Her family does take
initiatives such as ‘The Gathering’ to help the answers. We wrote an in-depth interview short and long holidays in Ireland. Before
boost the national economy all participants guide, containing the questions that would be having children, herself and her husband used
responded positively. When the participants asked during the interview. After the interview go on vacations abroad, but since becoming
of the focus groups were asked about the the data was analysed in order to make sense parents they prefer the more convenient option
Discover Ireland website, the majority of of the findings. of domestic holidays.
them had not used it. However those that had
They would usually go on camping trips,
found it useful when looking for new ideas “on
because it’s more affordable and the kids
where to go in Ireland and to see what’s on in Results can run outside. Value for money is a main
which county.”
Young Single factor for her when booking a holiday. As the
The person representing the young singles interviewee mention “We would normally go
often took short breaks in Ireland (between if there’s an offer on in a hotel, kids stay free,
three and four times a year). For him, short activities included or others.” When planning
breaks were of great importance as they a holiday she normally considers families’ or
allowed him to break away from the everyday friend’s recommendations. She would also look
routine and have a good time with friends. He for offers and deals on hotels in newspapers.
generally didn’t spend much time organising The participant was aware of ‘The Gathering’
9

10. said the events would not interest her stating Conclusion and researching holiday. Peer recommendation
“with children you generally avoid visiting websites also proved very popular. Word of
From the research conducted we believe that
places where there is a lot going on.” mouth was significant and appears to have
there is significant interest in Ireland as a
been influenced particularly with the advent of
holiday destination. Our survey indicates that
social media. People are now communicating
Older Families a large number of people (70%) have taken
with friends more on social media platforms
The next interviewee represented the older some sort of break in Ireland in the last year.
and many of our respondents stating they now
families target group. Herself and her husband However quantitative research indicates that
considered social media recommendations
haven’t holidayed in Ireland for number of a significant proportion of those people didn’t
from friends to be valid word of mouth peer
years now; instead they prefer to save money view these getaways as being ‘proper breaks’.
recommendations. However our survey
and book a sunny holiday abroad. She Instead they stated their summer fortnight
results show that only 1 in 4 people had ever
mentioned that she did like Ireland but “I like abroad was a ‘real’ trip away. Our learning
visited the Discoverireland.ie website. From
the warm weather. I’d rather be in the heat.” from this was clear: we need to make people
what we have learned about behavioural
The participant was aware of ‘The Gathering’ value Irish breaks as much as they value their
habits, we believe that there is an opportunity
and said she might be tempted to get involved breaks abroad.
for Discover Ireland to boost its traffic by
if ‘there was something good on.’ When asked
Our research also showed that much of facilitating online conversations about going
how she researches and books her trips she
the breaks taken in Ireland were merely on holiday in Ireland.
said she was a keen user of the internet and
weekend breaks. With many of those surveyed
particularly liked reading reviews on websites Finally we were asked to incorporate ‘The
indicating that they would be willing to
such as Trip Advisor. Gathering’ into the campaign. There was a
consider Ireland as a first choice for a
high level of awareness of ‘The Gathering’,
holiday destination we identified a very real
however many were unsure of its exact
Empty Nester opportunity here to grow the market with
content. Focus group feedback uncovered some
The last participant represented the empty existing clientele. Quite simply, we need to
cynical attitudes towards the event. Many
nesters target group. He liked the convenience encourage those who take short breaks to take
expressed concern about how authentic the
of holidaying in Ireland as he ‘didn’t like all the longer breaks.
event was. A significant number stated they
hassle of airports and planes.’ Himself and his
Our research also uncovered behavioural were not interested in getting involved in it,
wife like to take shorts breaks at home with
patterns that surfaced when booking or however refreshingly many stated they would
friends from the local GAA club. However his
planning a holiday. All of the data collected be willing to get on board if they thought it
wife insists on their main holiday always being
from our research indicates that Irish people would potentially be ‘good craic’.
“at least 2 weeks abroad”. When asked why
are extremely tech savvy. The Internet is
this was the case he replied, “Because it’s a
hugely important tool in terms of planning
proper holiday when you go abroad”
10

11. This led us to our final conclusion: Irish people
can be acutely pessimistic about ourselves and
our ability to organise big events, however
when these events are up and running we are
more than willing to get on board!
11

12. Chapter 4: Secondary Irish economy, the last few years have seen a Online
radical alteration in the Irish tourism sector.
Research Since 2007 the structure of the Irish economy
Ireland is a tech savvy society. According to
the World Internet Stats, there were 3,122,358
The purpose of the secondary research was to has changed dramatically. The major drivers
Internet users in Ireland (representing 66.8%
gather and evaluate existing information on of growth since 2002, namely construction,
of the population) in mid-year 2012 (Internet
the Irish tourism sector. The past several years financial services and the retail sector, have
World Stats, October 2012). According to
has seen significant changes in holidaying slowed and the Irish economy now faces
Comreg, home is listed as being the primary
habits and spending patterns, our research a very challenging future. In this much-
point of Internet use (95%), while 22% say
allowed us to gain a better understanding of altered economic environment, attention is
that they access the Internet from work.
how the market is coping in difficult economic increasingly focused on indigenous sectors
(ComReg, 2010). Social Media is heavily used
conditions. A variety of sources were used in such as Agri-Food and Tourism. But despite
in Ireland, as of 2012, 50% of the population
order to build a fuller picture of the industry’s all this market turmoil, the Irish tourism
had at least a Facebook account (Ireland
current condition. and hospitality industry currently employs
Facebook Statistics, 2012). The Tourism sector
approximately 180,000 people and generates
Objectives: is also quite tech savvy with ‘Tourism Ireland’
an estimated €5 billion a year in revenue from
reaching 1 million Facebook ‘Likes’ in 2012,
1. o develop an understanding of the current
T home and abroad – equivalent to over 3% of
making it the third most popular Tourism
market conditions GDP or almost 4% of GNP (Dttas, 2012).
Board in the world after Australia ad Spain.
2. o understand current and developing
T (Irish Independent, 2012)
Consumer Sentiment
trends in the market.
2012 has been a reasonably good year for Irish
3. ain insights into attitudes towards ‘The
G consumer sentiment according to the ESRI. Market Demand
Gathering’ After years of sharp dips, sentiment is up and
holding, although concerns and nervousness After years of instability and restructuring,
still abound. In July of this year the index was there was an overall return, albeit minor, to
The Market at its highest level in 2 years before falling growth within the Irish tourism industry in
back slightly in September as the December 2011 (Tourism Ireland, 2011). However the
Tourism is an extremely important sector in national budget comes into sight. It would recovery in many key areas of the market
the Irish economy. It directly and indirectly appear that in general sentiment is holding remains fragile. Euro zone uncertainty has
supports employment nationwide and is steady and people’s outlook for the Irish contributed to market slowdown and has
particularly important in rural parts of economy has improved. This gives the market directly impacted consumer confidence levels
the country that depend on the influx of stability, which has been lacking in previous domestically. Domestic tourism is extremely
visitors. However like most sectors of the years. (Esri, 2012) important to the sector as according to the
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13. 2011 Fáilte Ireland Domestic Tourism Report, same sector. The positive figures for hotels are particularly affected. Indoor activities were
states that almost 9 million trips were taken on the back of massive price erosion in the last the sole segment to report any form of benefit
by Irish residents in Ireland in 2011. The few years, hotels now offer top class facilities from the summer of 2012.
expenditure on these trips is estimated to at very reasonable rates making it extremely
3) High business rates
have been in the region on €1.8 billion. An difficult for BB’s to compete. (Barometer,
A worrying trend for businesses is that in
interesting fact which may have implications 2012)
most cases rates have remained at their
for the 2013 Gathering was the fact that visits
inflated Celtic Tiger levels. High rates are
by the Irish to friends/relatives accounted
having a crippling effect, particularly on the
for just over 3 million trips in 2011 and Reasons for Caution
small business sector who are often already
an expenditure of €397 million. (Domestic
Although most in the industry seems to be immersed in severe price point competition as
Tourism, 2011)
cautiously optimistic in their outlook for 2013, well as facing steadily high energy costs.
there are some extraneous circumstances,
4) Low-priced competition.
which may derail even the most optimistic
Business During tough economic times many
growth forecasts. The 2012 Fáilte Ireland
businesses resort to competing on price to
In a 2012 report produced by Fáilte Ireland Barometer Report (Barometer, 2012)
win or maintain custom. This is a particular
(Barometer, 2012) it is revealed that although highlighted the following concerning factors:
concern for those operating in the paid
the country has been through a difficult
1) Rising Fuel and energy costs service accommodation sector, which have
and prolonged recessionary period there are
This continues to be the most pressing issue faced underpriced competition from smaller
reasons to be cheerful regarding our outlook.
within the industry contributing to higher operations such as BB’s guesthouses and
It reports that at present business confidence overheads, which increases cost of doing also NAMA operated hotels. However these
is now at a level last witnessed in 2007. business. concerns would appear to be less prevalent as
Roughly 41% of respondents in the paid there has been a decrease in the numbers citing
2) Ireland’s weather it as a significant issue, falling from 77% in
service accommodation sector expected 2012
The unpredictability of the Irish weather April to 62% presently.
to be more profitable than last year, within
is always an unknown factor for operators
the same sector 41% of respondents reported
within the Irish tourism industry. The summer
an increase in the domestic market year to
of 2012 was a wash out which the report
date. However this upturn does not appear
details had an adverse effect on growth figures
to be even across all areas of the sector. For
for the domestic market which had initially The Gathering
example, while 51% of hotels have reported
been forecast as being positive. Outdoor
increased domestic visitor numbers almost The Gathering is a marketing initiative by
activities such as golfing and camping were
60% of BB’s have noted decreases within the the Irish government designed to boost
13

14. tourism in this country by tapping into the public eye have since vociferously attacked Conclusion
nation’s Diaspora that are spread around ‘The Gathering’ as a blatant attempt to profit
After years of turmoil and uncertainty it
the world. It is estimated that as many as from our emigrants. However criticism of
appears that the Irish tourism sector has
seventy million people around the globe claim large-scale events is nothing new to us. In
stabilised to a certain extent. However figures
some kind of Irish heritage and so the hope 2006 news media was full of articles slamming
show that the market is unbalanced in its
is to take advantage of this and get people to Ireland’s hosting of the Ryder Cup at the K
recovery and there is continued uncertainty.
visit Ireland in 2013. It is estimated that the Club in Kildare. Prior to the event Kathy
Consumer sentiment is also very fragile
success of the event will create an additional Sheridan of The Irish Times wrote that the
and as a result individuals are very cautious
350,000 visitors here during the year. (The event represented “shameless hype, greed,
about how they spend their money. There is
Gathering, 2012) The event itself, described as gaudiness and over-the-top security” (The
a demand however and consumers are still
‘the peoples party”, will officially commence Irish Times, 2006). Other journalists said
choosing, in large numbers, to take domestic
with a New Years Eve festival in Dublin and it was “a thoroughly uninspiring, comically
breaks. Irish consumers in 2012 are also
will continue throughout the year with a series overpriced, Americanised resort course” (The
extremely tech savvy and regularly take
of locally organised smaller scale events such Irish Times Opinion, 2006). In 2003 The
advantage of group deal websites and other
as family gathering and reunions as well as Special Olympics also attracted its fair share of
social media/online offers that offer discounts..
integrating with some larger national events criticism. The UK press also heavily criticizes
such as the St Patrick’s Day festival. large-scale events. This year in London there Accommodation has been very severely
was massive criticism of the handling of the affected by the market fluctuations, with
”Communities throughout Ireland will
security at the Olympic games (The Guardian, many hotels going into receivership. Business
showcase and share the very best of Irish
2012). However in the end, despite all the rates, rising fuel costs and poor weather
culture, tradition, business, sport, fighting
criticism, theses events were considered to be put a continuous strain on business. But
spirit and the uniquely Irish sense of fun” (The
massive successes. This leaves us to ponder if despite these rising costs consumers are now
Gathering, 2012)
there is an acute cynical side to the Irish (and demanding more value for their money and
to a less extent British) psyche. as such many hotels have had to engage in
aggressive pricing policies that may prove
Criticism of The Gathering
unsustainable in the long term, however
Since the idea has first been floated ‘The even though business is though, there is still
Gathering’ has attracted it fair share of business taking place.
critics. One of more notable of these has been
Our research on ‘The Gathering’ has unveiled
veteran Irish actor Gabriel Byrne, who has
a polarisation of thought. Some commentators
branded the event “a scam” (Understanding
view the whole idea as being a cheap cynical
the Gathering, 2012). Other figures in the
14

15. effort that is ultimately a waste of time while
others see it as an opportunity. However
previous large-scale events such as 2012
Olympic games, The Ryder Cup in 2006 or
the 2003 Special Olympics, attracted and
overcame similar criticism. It is our opinion
that in the future, in spite of a torrid and
controversial slow start, “The Gathering” will
ultimately be viewed as a success in the eyes of
the public.
15

16. Chapter 5: Bringing Life to One of the keys to the success of “the fun ‘Having fun together’ was a key motivator for
starts here” was not to focus directly on price Irish people when deciding whether to take
Research - The Formation of and value for money but rather to place more breaks and holidays at home (Unravel Travel,
The Creative Brief of an emphasis on Ireland as a destination 2010). Armed with this insightful knowledge
replete with positive, fun experiences. we want to lever the sentiments of ‘The
Having accumulated an abundance of
Gathering’ and use it to position Ireland as a
resourceful data in terms of primary and We have now arrived at a point where ‘The
fun, dynamic exciting and enriching holiday
secondary research the challenge for our fun starts here’ campaign has reached wear
destination. We hope to reinforce the existing
agency was to draw unique insights and form out. So what happens when the fun reaches an
perceptions of Ireland as a destination that
them into a clear and workable brief for our end? We believe that there is no reason for this
is both convenient and fun. Our aim is to
creative team. For our agency to conceive of a to happen but rather focus on building on the
establish Ireland as the number one holiday
new innovative campaign for Discover Ireland successes of the past, to improve and enhance
destination for Irish people in 2013.
it was important for us to give due diligence to them for the future.
what has come before. It is our agency’s intention to use the
The insights from our research showed that
popularity of ‘The fun starts here’ campaign
“The Fun starts here” campaign launched in Irish holidaymakers love Ireland but there was
and build on it into 2013. The key element
2010, proved to be a huge success for Discover a widespread feeling that things had become a
of our campaign is to extend the notion of
Ireland as it was a different take on the little boring. Worryingly we found that Irish
fun and develop it to evoke feelings of joyous
traditional touristic image of Ireland. Research people did not view holidaying at home in the
excitement. We want people to be excited
carried out by Fáilte Ireland at the time same light as a foreign holiday. The general
and energized at the prospect of holidaying at
pointed to the fact that their vision of tourism feeling was that for some reason a domestic
home.
campaigns, needed to be radically overhauled holiday was a lesser holiday.
(Marketing, 2010). The clichéd mental images We believe that it is the ultimate role of the
of an Ireland of rolling lush green hills, comely We uncovered significant changes in people’s
organization to make Irish people excited
maidens dancing at the crossroads wearing general attitudes to holidays and where they
about holidaying at home.
Aran knitted jumpers with a background of fitted into their lives. Because of ongoing
Ceile music was something that no longer held recession and economic depression, holidays
currency with the majority of Irish people and for Irish people had moved from being a
certainly did not encourage them to holiday at reward or a treat to more of a need for
home. escapism, to get a break from the norm and
have some fun.
16

17. Chapter 6: The Creative
Brief, in brief
Objective:
To establish Ireland as the number one holiday
destination for Irish people in 2013.
Brand = Discover Ireland
Product = Holidays in Ireland
Consumer Insight:
Irish people need fun now more than ever.
Product Truth:
Because of The Gathering, the whole country
will become more active and alive in 2013.
Consumer Benefit:
You will be energized – physically and
emotionally.
Brand Proposition:
Discover Ireland will excite people about
going on holiday in Ireland.
17

18. Chapter 7: Big Idea That is what HUMAN are going to The Line: Where Else Would You Be?
demonstrate with our creative work. All
The creative team at HUMAN worked off Where Else Would You Be? This line expresses
the work reflects this burst of energy in
three key insights : a sentiment that is uniquely Irish.
Ireland, this burst of enthusiasm and positive
(1) reland will be more alive than ever as
I atmosphere. We are going to excite people It taps into the vernacular of an everyday
a result of this new injection of life The about what Ireland has to offer from the idiom and says more on a subconscious level
Gathering will bring. We will be the centre familiar to the unexpected. The creative will beyond the words themselves.
of the world next year. endeavour to change perception of cliché’s
existing about Irish tourism and holidaying It is simple but not simplistic and draws
(2) rish people love having fun together and
I here. We also aim to uplift Irish people’s spirits on a wonderful serendipity with the great
wouldn’t want to feel like they’ve missed out. and display a new confidence in our country. awareness and exposure of ‘The Gathering’.
The implication is: everyone is coming here
(3) e need to radically overhaul the cliché
W Through our digital strategy we will allow and Ireland will be bursting with life, so why
vision of tourism in Ireland. Discover Ireland to facilitate and encourage would you go anywhere else?
conversation, sharing and interaction. Building
“ reland 2013,
I on and highlighting the new energy of the It will resonate with people across all
Bursting to Life.” country. Discover Ireland will enhance demographics and locations. It is a simple,
people’s holiday experience in Ireland. Always invitational expression of the idea of
In 2013 Ireland is that one place you really holidaying in Ireland in 2013. It doesn’t
looking to be informative, useful and to
need to be. It is the one place that everyone patronise or command the audience, rather,
engage people while showcasing Ireland in a
will be and want to be. Old faces coming it allows them to participate in an imagined
fresh way. This campaign will ask people to
home, making new friends and having new community of knowingness that our radio ads
look closer at Ireland, to see all it in a new
and shared experiences. Everyone is coming will convey.
light and to consider it as their first choice for
here to be a part of and share something
a holiday in 2013. Our hashtag, #WeAreHere2013, works as
special, something unique, something fun.
There will be a new energy injected into Ireland is Bursting to Life, Where Else Would a response to this question and through it
this country, a new life, a new beat, a new You Be? we can create a dialogue between Discover
atmosphere of euphoria and excitement. Ireland, the Irish people and the tourism
industry. People can generate buzz around
The country is simmering at the moment, particular events and happenings using the
getting ready for what’s to come. Next #WeAreHere2013 tag on social media.
year Ireland will be the centre of the world.
In 2013, more than ever, Ireland, will be
“Bursting to Life”
18

19. Chapter 8: Creative The animatic was created with line drawings, it emphasises the feeling that there is so much
using splashes of colour to emphasise some of to do on your doorstep and it is all happening
Executions: the more magical and exciting imagery. This now! The music is similarly energised,
ad will be filmed in live action with special reflecting a new surge of excitement in Ireland
Television effects used to bring some of the spectacular in 2013.
In our TV advert, we will show that Ireland images to life.
People will feel that they don’t want to miss
is quite literally, bursting to life. The horses
The energised, fantastical world we create will out and there is nowhere else they would
bursting from the sand on a beautiful beach,
re-enforce the feeling that 2013 is truly unique rather be. With Ireland bursting to life in
the festival erupting from the ground, the
and something special is happening. This 2013 we are going to ask the question ‘Where
beautiful cliffs emerging from the sea. The
type of epic ad will have a powerful visual Else Would You Be?’ This line will be present
advert follows a range of Irish people as they
and emotional impact on the viewer. While through all communications.
go on an extraordinary journey of what
the viewer is still digesting one image, they
Ireland has to offer.
will quickly see another. By putting all this
exciting imagery so closely packed together,
Full TV storyboard and script in Appendices
19

20. Radio
With our radio ads we wanted to convey the
essence of our television ad through sound.
The main brand ad is made up of several
voices backed by sound effects, telling the
audience of the various unusual happenings
Ireland has to offer.
We also made two examples of event specific
ads, versions of which can be deployed at any
point throughout the year to draw attention
to the many different things going on around
the country. The radio is underscored by the
campaign song, to create an aural tie-in with
the television commercial.
We have one main brand ad, giving you a
taste of what you can experience on holiday in
Ireland. We also have two examples of event
specific ads that can be made to tie in with any
of the many happenings throughout the year.
Full radio scripts in Appendices + recordings supplied on disc
20

21. Outdoor Press space, sharing content, photographs, and Through the use of the augmented reality
joining the conversation on Instagram, and function we are not just showing people a
Billboards:
there is a call to action to download the side of Ireland they haven’t seen we are telling
Billboards are first and foremost a Discover Ireland app. them exactly where they go discover it for
continuation of the “Where Else Would themselves, and directly connecting them with
You Be” campaign overall, representing Outdoor and Augmented Reality:
the means to arrange going there.
an additional touch-point for consumers Another important element of the outdoor
to engage with the brand message, and the materials is augmented reality, which will be Transport take-overs
campaign, along with TV, radio, online et al. achieved through the Discover Ireland app. Transport takeovers were obviously a
This will not only provide added value to natural part of our campaign. Firstly, due to
Therefore, the first task of the billboards is to
consumers, it will also provide consumers with preferential visibility, as for example buses
remain consistent in communicating the sense
an additional incentive to download the app, will be moving across multiple locations
of energy that is in Ireland, and will be in
allowing the outdoor to pull consumers across several times a day, and therefore have a
Ireland in 2013, that Ireland, more than ever
multiple brand touch points, and therefore larger potential catchment area of viewers.
will be bursting to life.
encourage further engagement with the Where Additionally, since people intend on boarding
In line with that, the billboards and outdoor Else Would You Be campaign, and Discover the bus, they will be particularly looking out
materials are a bold eye-catching design, Ireland to see it, and therefore more likely to take it in
and high saturation colours that will take than a billboard.
The sale-ability via the augmented reality
consumers out of their everyday activities,
function, through selecting some of the Secondly, because transport take-overs
and make them stop and notice. The special
images from the poster for further details lend themselves intrinsically to any travel
build billboards in particular, are intended to
on where to find them, also represents great campaign, as they are themselves mediums of
accentuate these features, with the characters
potential for Discover Ireland’s affiliates, for transport themselves, and people are already
literally bursting right off the edge of the
example, a consumer can go from seeing the more likely to be in the mind-set of travelling,
billboards
advert, to downloading the app, engaging perhaps thinking about where else they could
The posters themselves continue the showing with the augmented reality function, utilising be going, instead of to work for example.
people the side of Ireland they know and love, the embedded searching functionality, and This is particularly with a view to a domestic
like the golfer but also the parts of Ireland they purchasing a hotel stay, or a round of golf, campaign, where planes are not involved.
may not be familiar with, the wonderful and in the space of two minutes without having
unexpected like the Air show, demonstrating moved a step.
the variety of activities found in Ireland.
The hashtag is present, encouraging consumers
to engage with Discover Ireland in a digital
21

22. MAIN MENU | VIEW PHOTOS
SELECT AN IMAGE FOR
MORE INFORMATION
DUBLIN ZOO
WHERE ELSE
WOULD YOU BE?
22

23. Targeted outdoor:
Any campaign for Discover Ireland has
to be flexible enough to be able to fit any.
Outdoor campaigns are one of the ways that
Discover Ireland can promote the many
individual specialised and local events and
attractions that occur throughout the year all
over Ireland, without incurring significantly
increased costs, and reaching a large audience
of unnecessary consumers, such as those
already living in the area, as one would with
television, and to a lesser extent radio.
23

24. Press:
The intention with the press ads is to again
make a bold impact and catch their eye, and
the press ads will also have the previously
discussed augmented reality function. Enabling
augmented reality functions in press will also
give an even greater yield, as consumers are
more likely in a better position to spend longer
engaging with the functionality. Press adverts
will be targeted to maximise both reach, and
impact, with advertisements for individual
events appeared in selected press.
24

25. Digital Instagram has rapidly become one of the Combining ambient with digital crowds will
What have people always done whenever they largest social networks in the world. Our have the opportunity to place themselves right
go on holidays? Take photos. What do they campaign will make it so when Irish people inside the content, where they will be able
do when they get home? Show friends and think of Instagram and geo-tagging they to interact with the things that are going on
family their holiday snaps, boast about the will think of Discover Ireland and great in Ireland as it is now more alive than ever.
fun times they had and share stories about Irish holiday memories! We want the whole This will act as an organic cross between
their experiences. What if we could do this in map of the country to burst full of life with an art installation and advertising. With live
a more fun, easy and engaging way? What if people’s photos leaving digital footprints ALL streaming from each location to the Discover
we could browse through uploaded photos like OVER IRELAND. It’s fresh, it’s exciting, it’s Ireland website as well as Facebook page,
a catalogue of inspirational holiday memories personal, it’s a new way to Discover Ireland. family and friends will be able to share their
that are all based right here in Ireland! Well… Where Else Would You Be? experience around the world.
we can. The platform is already here. All we We will be using Junaio to bring our outdoor This ambient idea ties in with the line “where
need to do is tap into it. It’s called ‘Instagram’. and press executions to life. Junaio is an else would you be” and #WeAreHere2013 as
Our creative team will position Discover augmented reality software which we will be it shows people having a great time at these
Ireland at the forefront of two digital trends, used to build the Discover Ireland app. We locations - using digital and ambient in a
taking photos on your mobile and geo- will use this software to literally bring our clever, relevant and fun way
tagging them. Discover Ireland is perfect for campaign to life! Junaio has object recognition
encouraging this documentation of holiday ability, so if you were to scan a street with
ideas and their geo-locations. We will do this your smart phone, information would pop
by engaging with people through ‘Instagram’ up on your screen giving you tips about your
and encouraging them to take photos and geo- surroundings. We want to do this with Ireland!
tag them with our hashtag: #WeAreHere2013. We have integrated our app with the artwork
Once the user takes a photo using instagram on our outdoor campaign, so if you were to
they simply hashtag the photo with scan one of our newspaper advertisements
#WeAreHere2013, they allow the photo to the advert would come to life and give you
read its current location and the photo is then all sorts of tips on what is in the advert. For
automatically uploaded to the users Instagram, example, if you scanned an image of one of
Twitter and Facebook feed as well as Discover our ads that had an image of a golfer in it, Full digital journey storyboard in Appendices
Irelands Instagram feed and map. It will also the golfer would come to life and give you
appear on Discover Ireland’s Facebook and information about golfing options in Ireland.
Twitter.
25

26. 26

27. Chapter 9: Media Strategy Timings Media Mix
Our research shows that summer holiday
planning begins a couple of months before
The media objectives of the ‘Where Else the kids break from school, whilst long
Would You Be?’ campaign are: weekends are planned with shorter notice.
Timely media planning during the holiday
1. To create excitement about Ireland in 2013 ‘dream phase’ and ‘planning phase’ is crucial
2. o showcase Ireland as an appealing and
T to this 2013 campaign.
interesting holiday option
Media Mix
3. To remind and prompt action.
In 2013, we will reignite the excitement of
To answer these objectives the media plan going on holiday in Ireland. Our overarching
offers three strategic solutions: concept – bursting to life – is a bold new
representation of what Ireland has to offer.
1. n impactful New Year event launch to
A
capture the buzz of ‘The Gathering’ and Ireland is for everyone. However, there are
establish Ireland as the place to be in 2013 four key target markets as identified by
Fáilte Ireland: young singles; young families;
2. elevant and timely bursts of above the line
R
older families; and empty nesters. A broad
activity using a broad media mix to achieve
media mix is needed to reach all four groups
high coverage and frequency
effectively.
3. strong digital focus to drive digital
A
With this new creative direction and multiple
engagement with owned assets under the
target markets, a mix of above the line and
Discover Ireland brand.
below the line media channels will combine to
give high coverage and frequency. At the same
time, we will deliver cost efficient media spend.
Timings
Key: MT = Mid-term; WK = Weekend Festival; BH = Bank Holiday; EM = Easter Monday; NYE = New Year’s Eve; SH = School Summer Break.
27

28. TV Rationale and Strategy 68% 3+ coverage of the 25-44 audience with As the music is such a strong feature of the
an average frequency of 30. advert, we expect that there will be high
Fáilte Ireland’s previous TV campaign ‘The
interest in both the track and the artist, similar
Fun Starts Here’ reached huge levels of The launch campaign will begin in early
to both the previous ‘The Fun Starts Here’ and
recognition and awareness. In fact it was January 2013 to capture the buzz and
‘Right Here Right Now’ campaigns. Given
the highest campaign recall ever measured momentum generated by ‘The Gathering’
that 60% of people search for an ad online
with BA tracking (IAPI). People are now New Year’s Eve public event. TV buying for
and 22% share ads online (Thinkbox), we
very familiar and comfortable with scenic January is highly economical and the increased
would recommend that the full 90 second
images of the Irish landscape. ‘Where Else frequency will serve to give this new direction
advert is uploaded to the Discover Ireland
Would You Be?’ presents Fáilte Ireland with memorability and talkability. A limited
YouTube channel and optimised for search.
an opportunity to reignite the excitement of number of tactical spots will be bought during
This will further increase campaign coverage.
going on holiday in Ireland. As a mass media the first week of January (e.g. first Late Late
channel, TV has an important role to establish show of 2013) to showcase the 60 second 81% of Irish internet users watch TV online
this new creative direction and communicate advert. (Mediascope). With almost half a million
the ‘Where Else Would You Be?’ campaign. unique users streaming online TV content
Reminder bursts will follow in late February,
The vibrant colours and attention-grabbing (RTE), the media strategy also uses RTÉ
April and May to place destination Ireland
visuals of the advert will drive impact, iplayer pre-rolls on selected TV shows and
front of mind for those planning Easter and
whilst the music – always a key feature of films popular with young singles, a target
summer holidays. Each burst will carry 450
Discover Ireland adverts – will create a strong group reached with less cost efficiency through
TVR’s over three weeks, 70% peak time, with
emotional connection. traditional TV buys. This will require a
the weekly strike front-weighted: 200 TVR’s in
slightly adapted creative treatment to feature
TV also has the added advantage of being weeks one, 150 in week two and 100 in week
the ‘Where Else Would You Be?’ branding in
highly visible and is considered a heavyweight three. To maximise the impact, the 60 second
the initial frames to encourage recognition
by tourism businesses who are key creative will also be weighted towards the
even if the advert itself is then skipped.
stakeholders for Fáilte Ireland. start of each burst: 70:30 in week one; 50:50
Although slightly more expensive, the iplayer
in week two; and 20:80 in week three. After a
To be as effective as possible and to minimise buy will be targeted with a focus on travel
week-on-week-off drip throughout June, two
wastage, an audience buy of all adults 25- and lifestyle programmes. The adverts will be
shorter reminder bursts of two weeks in length
44 will target parents of young and older delivered on the island of Ireland only.
will increase frequency at the end of July and
families, with a spill over to empty nesters.
end of September, in line with the August bank
This audience totals 1,353,000 (RTE universe
holiday and October mid-term break decision-
figures). With 2,700 TVRs throughout the
making periods.
year, we will deliver 90% unique coverage and
28

29. 29

30. Cinema Rationale and Strategy The advert will be shown in a maximum of
444 screens nationwide, approximately half
As the ultimate audio visual medium, we
of the screens are located in the five main
believe that cinema is the perfect showcase
cities of Dublin, Galway, Limerick, Cork and
for the full 90 second creative treatment.
Waterford. Whilst delivering 42% coverage
The intensity of the location, the loud sound
for the young singles target group, cinema will
and vibrant colours on the large screen will
also reach families. 46% of 7-14 year olds go
inspire and excite. Cinema is the number one
to the cinema every month and 81% go with
medium for impact and recall and therefore is
their parents (Carlton Screen Advertising).
an important part of the media mix. Cinema
Hotly tipped blockbusters ‘Monsters Inc’
go-ers are a highly involved audience, already
and ‘Postman Pat’ are due to open during
in the frame of mind of escaping hectic daily
the package periods in January and May
life and in de-stress mode. Furthermore, 96%
respectively, allowing Discover Ireland to also
of cinema go-ers visit with someone else. With
communicate to parents and children enjoying
an average group size of 3 (CSA / Nielsen EDI
leisure time as a family unit.
/ Fame Ireland), the cinema places Discover
Ireland at the heart of a social group of The cinema advertising will be supported by
friends. in-foyer 6 sheets which have an average of
20 minutes exposure time, giving a further
Cinema will be used at two key periods
opportunity to engage with the campaign. The
throughout the year. Firstly in January
posters will prompt visitors to use the Discover
following on from the momentum of the New
Ireland augmented reality app, bringing the
Year’s launch of ‘The Gathering’ in order
poster to life.
to seed the ‘Where Else Would You Be?’
advert. The later activity will be in May when
summer holidays are actively being planned.
30

31. Radio Rationale and Strategy Given the high percentage of listeners loyal to
a particular station or show, it was essential
Ireland is a nation of avid radio listeners with
that a variety of stations are included in the
85% of the population over 15 tuning in daily
station mix. Although the most popular shows
(JNLR/MRBI) for an average of 201 minutes
are found on national stations, with a 52.4%
(JNLR 2012). With the right station mix,
share of listening, regional stations (local
radio has the ability to deliver high coverage
and urban) are key to building high coverage
and high frequency across all target groups.
across all demographics. The station mix and
In addition, exposure to radio boosts brand
selected packages work together to maximise
browsing by 52% (RAB UK 2010), further
cost efficiency and achieve blanket coverage of
driving online engagement with Discover
the four key target groups.
Ireland.
Multiple 30-second creative treatments will
For many, radio is an ever-present friend,
include occasion specific adverts targeting
with a genuine connection existing between
different events and audiences. The whole
listeners and the radio. The ‘Where Else
campaign will deliver a 1+ coverage of 90%
Would You Be?’ radio scripts draw on this
with an average frequency of 50.5 throughout
personal experience, evoking the imagination
the year.
and the emotion of being on holiday. In
order to achieve high recall and transfer the
powerful visual effect of the TV campaign, the
same music, voice over and end line ‘Where
Else Would You Be?’ will be used.
* FM104, Q102, LMFM, Cork 96, C103, Beat 103, Limerick Live, Galway Bay FM
**Cork Red, Clare Fm, East Cost FM, Highland Radio, Radio Kerry, KFM, KCLR 96FM, Midland 103, MWR, Ocean FM, South East Radio, Shannonside FM, Northern Sound,
Tipp FM, WLR FM
31

32. Out of Home Rationale and Strategy The 6 sheets with the call-to-action for the
full app experience will particularly resonate
Used creatively, out of home media is a strong
with and intrigue young singles that are on
communications platform. The ‘Where Else
the lookout for adventure, excitement and
Would You Be?’ outdoor treatments work
fun whilst on holiday. This target group
hard to attract attention and will deliver an
have their phones in pocket or in hand and
instant impact.
are in tune with digital trends. Although
By choosing commuter based packages, not a completely unfamiliar use of mobile
Discover Ireland will target the main technology, augmented reality still has a
population centre of Dublin and communicate novelty factor and will generate online
with audiences at the beginning and end interaction and conversation about the brand
of their working day. The special build 48 and holidays in Ireland.
sheets and bus wraps will make a dramatic
statement whilst the 6 sheets serve to remind
audiences at a key time of the year when
many people are investigating holiday breaks.
This combination of 6 sheets, 48 sheets and
bus wraps will attract new audiences to the
exciting possibilities of holidaying in Ireland.
Visitors to Dublin can also be inspired by the
attractions Dublin has to offer and get added
value from Discover Ireland by downloading
the app.
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33. Press Rational and Strategy This seamless transition from offline interest
to online investigation takes place regardless of
Despite a decreasing readership, 2.89 million
age or gender or social class.
Irish people still regularly read a newspaper
(JNRS). The ‘Where Else Would You Be?’ We believe there is also an opportunity for
creative commands attention and interest. tourism businesses to get on board with the
Whilst communicating an immediate visual campaign as a whole and by using their own
message, the augmented reality device will images with the hashtag. For this reason, we
deliver information rich details to anyone have also included some trade press in the
with a smartphone. Four key weeks have been media spend. Take up from business will only
selected to deliver big impact despite the low increase the campaign’s impact and online
frequency. This will trigger online browsing interaction.
and highlight the rich diversity of exciting
tourist attractions in Ireland. Targeting
through title and section gives a bias to an
older age group, increasing empty nesters
exposure to the 2013 campaign.
Press advertising is a proven valuable partner
for a digital campaign, acting as a catalyst for
search and driving high search volumes. For
all four target groups, search is the first stop
for researching and planning their holidays.
33

34. Digital Rational and Strategy creative thought, the homepage take overs and For all four target groups, search is the first
rich media displays will grab attention and stop for holiday research. The media mix
A meaningful and interactive online presence
stand out on popular websites, such as the works together to drive search. There will be
is a key part of the 2013 campaign. The
IrishTimes.ie, DailyMail.ie and Entertainment. a continuous presence throughout the year
internet is cited as important to 76% Irish
ie. The digital plan will simultaneously drive on target sites and networks using rich media
people when making holiday purchase
online engagement with the campaign through display advertising as well as in a targeted
decisions (IAB). Furthermore, 88% Irish
the YouTube interactive game, the hashtag and Google adwords and contextual campaign.
internet users research online and purchase
the augmented reality app. The ‘Guess Where’
offline (IAB), a fact backed up by our primary The ambient augmented reality experience
Youtube and social media games promotes
and secondary research, which showed this to will go on a nationwide roadshow, being set
interactivity and sharing to spread the
be true when booking holidays. Therefore the up in 17 shopping centres across the country
campaign message further. The promotion of
‘Where Else Would You Be?’ branding should between March and July. This will especially
the hashtag will encourage content generation
be consistent across all owned assets, including engage families in a unique and interesting
as taggers become brand ambassadors for
Facebook, Twitter and YouTube as well as manner. The interactive stands bring a fun
destination Ireland. The augmented reality app
the Discover Ireland website. In this way, the factor to the campaign, engaging families with
is the ultimate interactive in situ search tool.
above the line brand building campaign builds the excitement of being in Ireland in 2013. It
Simply hold up your phone and search what
recognition, which is reflected across all digital communicates the benefits of an Irish holiday
is located around you. Whilst independent to
assets. by virtually putting the holiday into their
‘The Gathering’, this particular tool can be
hands.
TV and online are a powerful combination, used by all tourists, whether from Ireland or
up to 26% brand uplift (Thinkbox). The abroad.
homepage takeovers will occur in line with
bursts in TV, radio and press. In line with the
34

35.
35