You are here

Greening the Burj Al Arab for Tourism Ireland

Tourism Ireland

St Patrick’s Day is one of the best marketing opportunities any destination could have.  In 2013, Tourism Ireland wanted to use it as the focal point to support its largest ever global tourism campaign, The Gathering.

For such a mammoth campaign, Four decided a Day was simply not enough…and St Patrick’s Week was born.

We developed a week long integrated campaign across the UAE incorporating PR, travel trade representation and digital marketing.

  • We organised a Ministerial event to celebrate the greening of Burj Al Arab with more than 120 attendees
  • We devised a Gathering-inspired media stunt that helped us secure extensive coverage across the GCC
  • Tourism Ireland gained 3,000 Facebook fans thanks to our successful online Greening campaign.
  • We organized travel trade workshops across the UAE with attendance of 75 representatives
The real success of St Patrick’s Week was bringing together so many different strands into one unified campaign with direct commercial benefit