Halloween’s Irish soul: resurrecting a lost legacy
Summary: Repositioning an entire country is no small feat – but Ireland proved it’s possible with the right strategy. This bold move redefined the island of Ireland as a must-visit bucket list destination by reclaiming Halloween as its own. With 2,000-year-old roots in Samhain, the campaign challenged the Americanised version of the holiday and reintroduced it as a uniquely Irish cultural export. By turning a global moment into an off-season tourism driver, the campaign showed how seasonal marketing can rewrite perceptions, fuel urgency, and deliver tangible growth.
Lead Agency(s): Publicis London
Contributing Agency(s): OMD OMD OMD
Client / Brand: Tourism Ireland Great Britain. / Tourism Ireland
Effie Award(s): Silver
