January 22, 2018
Back in February 1997, over 20 years ago, Bord Failte (as it was known back then) began its most aggressive and expensive campaign to promote Ireland, a joint initiative with Northern Ireland Tourist Board (NITB). The campaign used many of the elements of the overseas marketing drive, including music from THE CRANBERRIES – The song DREAMS.
The images from the ad campaign combined with the sound of the Cranberries encapsulated Ireland’s hip identity as a top quality destination. RIP Dolores O’Riordan.