Irish Airline Aer Lingus has partnered with creative agency Uncommon Creative Studio to create a “big brand moment” to mark the introduction of flights from Nashville to Dublin.

The campaign taps into the term ‘Irish Exit’, which is used by Americans to describe leaving a social occasion discreetly without telling anyone, said a statement from the agency.

The aim is to “build resonance with consumers in the US and intrinsically link the two cities together in a simple yet effective way”, it added.

The marketing drive was launched on 12 April – the same day that the inaugural flight took off from the US city – and as well as billboards, it features ‘Irish Exit’ bar signs, road signs and influencer activity.

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The work is the first tactical outdoor campaign from Aer Lingus and Uncommon, following the announcement of the partnership between the two groups earlier this year.

Lucy Jameson, co-founder of Uncommon Creative Studio, said: “We wanted to create a campaign that will truly disrupt the city of Nashville at this pivotal moment for Aer Lingus as they launch this new flight route. ‘Irish Exit’ leans into a phrase that’s truly ingrained in discourse both in the US and Ireland. It brings the two countries together to celebrate their connectivity in such a pointed way.”

Lisa Melarkey, director of marketing, Aer Lingus, added: “This is a huge moment for Aer Lingus, so we needed an agency partner that recognised this, and were able to help us be unforgettable as we expand our presence in the US.

“Uncommon brought ‘Irish Exit’ to the table and we loved its bold simplicity, and how it taps into a cultural conversation that resonates with so many Americans. We’ve truly made a statement in the city, and we hope it encourages anyone who sees it to make that Irish exit with us in the not-so-distant future,” she added.