Tourism Ireland’s new global campaign “Fill you heart with Ireland” has launched in Canada. Designed to “win hearts around the world,” the promotional endeavour “is all about celebrating the different ways in which the island of Ireland fills the hearts of our visitors and of locals – and inviting potential holidaymakers to experience those for themselves,” according to the tourist board.

The advocacy-led campaign features a selection of famous Irish personalities sharing the things about Ireland which fill their hearts and dialling up what differentiates Ireland from other destinations.

The new ads shine a light on Ireland’s characters and culture, through engaging personal anecdotes told by those who love it best. The first ads of the new campaign feature actresses Sharon Horgan, from ‘Bad Sisters’, and Saoirse-Monica Jackson and Jamie-Lee O’Donnell, from the popular Netflix show ‘Derry Girls.’

Sandra Moffatt, Manager, Tourism Ireland, Canada, said: “We are delighted to roll out our new ‘Fill your heart with Ireland’ campaign this week, showcasing what sets Ireland apart from anywhere else in the world – the characters, the coastlines, culture, and ‘craic’ to name just a few. It is a hugely competitive international marketplace, but our people and warm Irish welcome are key differentiators, and this campaign puts them front and centre, aiming to position the island of Ireland as a place that fills the heart and restores the spirit.”

The ‘Fill your heart with Ireland’ campaign will run across multiple channels in Canada including print, digital, out-of-home, audio, and cinema as well as across Tourism Ireland’s social media platforms, including YouTube, Instagram, Twitter, Facebook, Pinterest, and TikTok.

The campaign is expected to deliver over 34 million global impressions in 2023.