Tourism Ireland - Capture your hearts

Presenting the world's first tourism campaign made with the heart-rate data of its visitors.

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Jan 25, 2019
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Publicis London and Tourism Ireland invited a real married couple who had never visited Ireland before to an exciting trip, exploring the beautiful island. Wearing custom-made technology to track their physiological responses along the way, the couple were hooked up to covert heart-monitors, which were linked to a head-mounted camera, capturing all of their experiences. The data provided by these heart-rate monitors determined the footage featured in the advertisement.


The result - an industry-first campaign that proves the heart-filling effect that the island of Ireland has on its visitors, whether they are kayaking in Achill Island on the west coast, exploring Devenish Island's monastic sites in Northern Ireland, or climbing the highest sea cliffs in Europe at Slieve League on the northwest coast.

Wanting to focus the campaign on destinations that most visitors will not be aware of, we showcase 16 less well-known locations across the island, with all of them affecting the heart rates of our couple. This goes to show that even the hidden gems, just as much as the obvious attractions and sights, can excite, inspire and entertain.



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Publicis UK

Publicis UK is an award-winning creative hub with a long history of helping clients achieve powerful brand and business transformation. Our purpose is to create powerful, culturally-relevant ideas that help the brands we work with get ahead. To harness both our global scale and local sensitivity to lead change for the benefit of our clients. Our expertise and capabilities are organised around the customer journey; from brand strategy and multi-channel ideas, to digital products and experiences, content journalism, influencer marketing, shopper engagement and experiential. All underpinned by data, technology and innovation.

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