The core objective of the campaign was to increase online brand awareness of Tourism Ireland and provide a seamless brand experience for our target audience - sightseers and culture seekers. We know our target market go online to research and in many cases book their holiday, so online banners provided the perfect solution to capture our audience´s attention when they´re in the correct mindset. Visitors to Ireland are always captivated by its natural and man-made scenery, and by the locals. Their character and interest in visitors can transform a simple visit into a memorable experience. You may intend to go somewhere specific, but you might be surprised where you end up along the way. The online ads exploited the medium´s strength - interactivity - driving users to www.discoverireland.com, encouraging them to actively plan their holiday to Ireland and influencing their purchasing decision.