Brief: generate awareness among the Web 2.0 generation, of Ireland as a tourist destination.

Strategy: Create a legend online, for O’Mara’s - a fictional Irish place.Evidence of the pub’s existence was seeded using: a viral, ‘official’ memorabilia auctioned on eBay, online reviews and mentions of O’Mara’s in a local paper’s ‘I saw you’ column. An O’Mara’s facebook group was created. Evidence from the seeding stage could be viewed along with videoed interviews conducted with local Irish and tourists. The page administrator aims to determine O’Mara’s location and invites users to share their O’Mara’s stories on the page.