Tourist campaign gathers top gong at grand prix of the advertising world
The ads for the tourism initiative that aimed to harness support from Irish people at home, the 17m Irish diaspora and non-Irish people who love the country has been rewarded with adland's premier gong. Ads (pictured) for last year's Gathering won the Adfx grand prix for DDFH&B and PHD.
The ads also won the best new learning award and a category gold.
The Gathering kicked off with the Navy v Notre Dame American football game at the Aviva in September 2012.
Over 5,000 new events were later staged. Studies showed the project delivered up to 275,000 overseas visitors last year and boosted the economy to the tune of €170m.
Adfx highlights the contribution ad campaigns make to business in Ireland. Award entrants must provide a 4,500-word case study on the ads' value.
For the first time, low-budget campaigns were honoured, with DDFH&B and Mindshare delivering a gold for the Jack & Jill children's charity.
Liberty Insurance's launch saw Rothco and Mediaworks go home with two golds. Cawley Nea\TBWA and Carat also scored a gold double for the Quit#2 anti-smoking campaign fronted by late throat cancer victim Gerry Collins.
Other gold winners were Target McConnells for Topaz, Chemistry and Vizeum for Kerry Group's Low Low and DDFH&B and Starcom for the National Lottery's Daily Million.
McDonald's, winner of seven awards since Adfx began in 1996, won the first client award for dedication to effectiveness. Adfx is hosted by the Institute of Advertising Practitioners in Ireland (IAPI).