From a media perspective, “Be part of it” strategically allowed people to become the actual medium by helping them capitalize their best asset: themselves and their hospitality.

- Social media showcased stories in real-time, about real people, making the Gathering happen.

- Community local meetings were created to inform communities how to engage. Not a glamorous use of media but it ensured communities could begin a movement from the ground up.

- "Homeward Bound" a TV & VOD series across 6 weeks series explained how easy it is to host Gatherings.

- A radio-content partnership went global broadcasting from destinations around the globe with high concentration of Irish descendant to inspire listeners to be part of it.

- OOH reminded our audience of the inspiring heritage and Irish wonders they could share with the diaspora

- A social app allowed Irish people to invite friends and family around the world

As a direct result of the communication activity, the movement went global attracting 440,000 additional visitors into our little island. Before our campaign 47% of people didn’t think The Gathering was a good idea. During our campaign, we mobilized a stunning 35% of the population who invited the diaspora and hosted over 5,000 gatherings. The comms investment was worth it, generating an ROI of 37:1. It brought €200M into the economy (surpassing business targets by +19%) and brought people working together. Now, 73% of adults believe The Gathering made them proud. They believed, invested and they invited in their thousands…