Scan Tourism Ireland's billboards to listen to Irish music on St Patrick's Day

Campaign by Publicis Poke is championing Ireland’s music culture in cities around the world

Published On
Mar 17, 2022

Editor's Pick

Fancy listening to some decent Irish music on St Patrick's Day? Well thanks to Tourism Ireland you can. The country's travel board is championing Irish music culture in cities around the world on St Patrick's Day via an outdoor campaign that leads people to a virtual music festival.

The campaign, by Publicis Poke, invites people to scan a QR code on digital screens in cities including New York, Sydney, London and Milan. They can then choose to play various acts from the "Green Button Festival" including the Hot House Flowers performing at Dublin’s Temple Bar and Kíla at Newgrange. While the music will play on their phone, accompanying visuals will appear on the digital screens.

The campaign is supported by an online hub on where people can also watch the performances while merchandise such as tote bags, photo picture frames and more will be used at the billboard sites to further bring the festival theme to life.

Tourism Ireland

“Our Green Button Festival will bring some of Ireland’s best-loved and up-and-coming acts to millions of prospective holidaymakers across the globe," said Mark Henry, director of central marketing at Tourism Ireland, in a statement. "We’re using the day to show the breadth of musical talent that the island of Ireland has to offer and encouraging people to come and visit to experience it for themselves. We want to remind everyone what they’ve been missing over the past couple of years and what fun St Patrick’s Day can truly be.”

Tourism Ireland

The campaign is part of a wider "Green Button" themed campaign that debuted in 2021 in 14 markets. So far it has included outdoor, social, display, influencer, PR and trade events, as well a set of street art murals in London's Shoreditch to bring Ireland's lush green landscapes to the streets of east London.

Tourism Ireland


Mar 17, 2022
Client :
Tourism Ireland
Agency :
Publicis Poke
Executive Creative Director :
Dave Monk
Creative Director :
Steve Paskin
Copywriter :
Barret Helander
Art Director :
Rhys Hughes
Senior Experience Technologist :
Sam Wray
Head of Design :
Ryan Connolly
Designer :
Michael Damasco
Chief Strategy Officer :
Jo Arden
Planning Director :
Mike Waters
Managing Partner :
Zoe Attenborough
Head of Business Affairs :
Alex Ismail
Deputy Head of Production :
Sharon Joyce
Account Director :
Luke Perry
Agency Producer :
Kal Parmar
Editor :
Christos Mavridis
Media Buying Agency :
Global Business Director :
Pauline Kho
Executive Strategy Director :
Lea Rayssac-Baures
Senior Manager :
Sian Watkins

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