The offline poster campaign encouraged the target audience to find a ghostly image of ‘the spirit of St. Patrick’ in a picture of Ireland.

Our brief was to bring this campaign to life online, in order to increase consumer awareness and engagement, and drive data capture.

Like in the offline campaign an image of St Patrick was hidden amongst the different images of Ireland, within a microsite. The experience was enhanced with the addition of six 360 degree panoramic images that were commissioned for the site. The users searched the images to find St Patrick and were provided bite size pieces of information on the area, as they searched. To prove that the user had found St Patrick, they took a photo, which allowed them to enter into the competition. To encourage longer engagement on the site, the competition was multiple-entry.

The site exceeded client expectations with 32, 291 unique visitors, and 5,504 unique registrations. 3,846 users opted in to receive further information with an average dwell time of 5 minutes.Michelle McCarthy Head of E-marketing stated "The Discover St Patrick site was the hub of our campaign. The site integrated the offline elements, and with the addition of the panoramic imagery, grabbed the attention of the user reinforcing the diverse character of Ireland. The quality of the site was reflected in the level of data that was captured.'