Tourism Ireland has revealed that it will turn digital billboards around the world into virtual music venues to celebrate Irish culture this St. Patrick’s Day.
The billboards will be in key city-centre locations including Times Square in New York, Westfield shopping centre in London, the via Dante in Milan and in Sydney harbour.
The public will be able to engage with the interactive billboards by scanning a QR code on their phones which to “press the Green Button” and activate the virtual festival experience.
The festival will also run on the Tourism Ireland website and social media channels in Europe, North America, and Australia.
The wide-ranging campaign has been developed by Publicis.Poke and aims to kickstart the return of international tourism to Ireland post-pandemic.
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“Our Green Button Festival will bring some of our best-loved and up-and-coming acts to a wide audience of prospective holidaymakers around the world,” Tourism Ireland CEO, Niall Gibbons said.
“We want to showcase the breadth of our musical talent – and encourage people everywhere to come and experience it for themselves.
“Our aim is to remind holidaymakers everywhere that the island of Ireland offers the warmest of welcomes and great fun, as well as wonderful scenery and heritage.”
Gibbons added: “We are taking every opportunity to capitalise on Ireland’s heightened profile around this St Patrick’s Day period.”
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