Tourism Ireland

What Fills Your Heart?

Capabilities showcased

  • Brand Communication

This St Patrick’s Day we launched Tourism Ireland’s biggest campaign to date – ‘What fills my heart?’ showcasing the unrivalled warmth of the people and culture of Ireland.

Two long-form films hero the campaign, one focusing on Sharon Horgan, the other spotlighting Saoirse-Monica Jackson and Jamie-Lee O'Donnell. In both films, the Irish actors walk us through their favourite locations: from historical locations, landscapes and history to unique cultural experiences.


The campaign is brought to life with an all-Irish cast, crew, and director – ensuring those who created the campaign all understand what it is about Ireland that fills people’s hearts. 


Focusing on the people of Ireland, the personality of the country, and its rich culture of music, poetry and comedy, this campaign has been filled with love from start to finish.


Steve Paskin, our Creative Director, said: ”There’s so much more to Ireland than beautiful scenery and who better to tells us about than people who call it their home. The shift in this campaign is talking about the people of Ireland and not just the scenery. Because to me the people of Ireland are a huge part of the personality of the Island. We’re giving people a sample of the kind of warmth they are likely to encounter on a trip to Ireland."

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