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 Ireland.com 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.

“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.”

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.