Tourism Ireland - Capture your hearts

Presenting the world's first tourism campaign made with the heart-rate data of its visitors.

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Publicis London and Tourism Ireland invited a real married couple who had never visited Ireland before to an exciting trip, exploring the beautiful island. Wearing custom-made technology to track their physiological responses along the way, the couple were hooked up to covert heart-monitors, which were linked to a head-mounted camera, capturing all of their experiences. The data provided by these heart-rate monitors determined the footage featured in the advertisement.

The result - an industry-first campaign that proves the heart-filling effect that the island of Ireland has on its visitors, whether they are kayaking in Achill Island on the west coast, exploring Devenish Island's monastic sites in Northern Ireland, or climbing the highest sea cliffs in Europe at Slieve League on the northwest coast.

Wanting to focus the campaign on destinations that most visitors will not be aware of, we showcase 16 less well-known locations across the island, with all of them affecting the heart rates of our couple. This goes to show that even the hidden gems, just as much as the obvious attractions and sights, can excite, inspire and entertain.


We create Living Ideas that grow brands and businesses. Ideas which live and breathe in culture, growing and evolving over time. Through a combination of brand experience, commerce and communications, we help brands earn a place in people’s heads, hearts and hands.