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Ireland.com – Launch

www.thisisourirelanddotcomadcampaign.com

Brief:

Our brief was to launch the new Ireland.com website. A new lifestyle website containing news, sports, travel entertainment, weather, email services, property, blogs and competitions.

Audience:

Our audience was very broad. Primarily 18-35 years olds.

Strategy:

Our strategy was based on the concept that everything happening online could be found on the site. With so many topics to be covered, we needed a concept that covered everything the site brought to life online. That thought became central in all our communications. We used www. and .com as book ends within which we could communicate any content available on the site.

ICAN relaunched Ireland.com for the Irish Times.