Tourism Ireland – WRC Rally Championship

How we drove tourists to WRC Ireland 2009

Brief:

To leverage Ireland as being a host to the WRC opening tournament. To promote the scenery and landmarks associated with the WRC Ireland stage. And to encourage people to come to the race and consider Ireland as a holiday destination post race.

Audience:

WRC Rally enthusiasts around Europe who might have been thinking of traveling to Ireland for the stage.

Strategy:

Fancy a drive? We gave everyone a chance to drive the WRC courses across the 6 counties that hosted WRC 2009. Allowed fans to fully immerse themselves in the WRC experience & imagine what it would be like to take part.

We allowed fans to choose and personalise various elements;their car, driver, co-driver and route. Each driving stage had a short intro, highlighting that specific area’s tourist attractions and highlight the local scenery.

Results

60,000 individual hits and videos created.