Through a sophisticated, multi-format content strategy, “Unlock your potential: Invest in Ireland” positioned the country as the premier European investment destination.

Informed by data and insights into the decision-making processes of global business leaders seeking European operational bases, the strategy leveraged Reuters’ international credibility and reach among C-suite executives and investment decision-makers.

Complementary content formats built upon a previously successful campaign and introduced innovative new elements. By combining media formats, including a live webinar to demonstrate sector expertise, a multimedia infographic for macrotrends, and a 22-minute documentary focusing on Ireland’s thriving semiconductor sector, the partnership leveraged data and insights and thought leadership at scale, and created multiple entry points.

Content distribution was precision-targeted, employing high-impact display solutions including strategic homepage takeovers and contextual article roadblocking within relevant reuters.com sections. The campaign amplified reach through platform diversification, expanding to YouTube and LinkedIn to capture decision-makers in their professional environments, while newsletter deployment to Reuters’ pre-qualified subscriber base ensured delivery to an already-engaged audience.

To maximize engagement and content consumption, the partnership created a comprehensive content hub that integrated new assets with successful 2023 content, encouraging deeper exploration of Ireland’s investment proposition.

The interconnected approach allowed business leaders to navigate seamlessly between different aspects of Ireland’s value proposition, building a compelling, evidence-based case for investment consideration.

“Unlock Your Potential: Invest in Ireland” was strategically designed to showcase Ireland’s unique value proposition through authentic storytelling and data-driven insights.

At the heart of the campaign was a documentary exploring Ireland’s thriving semiconductor sector, featuring in-depth interviews with executives from established semiconductor businesses operating alongside IDA Ireland representatives.

By filming on location at company headquarters across Ireland, we gave business leaders a platform to share their firsthand experiences in an authentic, testimonial-driven narrative that powerfully reinforced the campaign’s core message.

Providing the Pulse to Modern Life is the previously untold story behind the sector at the cutting edge of human progress. We were able to unite rivals to join forces for the first time to tell this success story.

The use of industry experts and leaders added authority to IDA Ireland’s core messaging, and helped to cover a lot of ground. These are the companies providing semiconductors to the latest smart speakers, mobile phones, electric vehicles and space satellites.

The inclusion of Ireland’s top universities helped to underline how the talent pool is being nurtured, while the roadtrip format showcased the compact geography of Ireland and how easy it is to travel between key cities Dublin, Limerick, Cork and Galway.

The accessibility of the market is of major interest to potential investors, and by highlighting the international partnerships some of these companies already have in place, the message was underlined.

We had a 10-person crew shooting on location for 5 days. Drones helped to provide establishing shots and context. Use of roving cameras kept filming loose and agile – providing an authentic real-life interactions.

Different backing tracks and on-screen graphics helped to maintain momentum and provide more granular details.

To address specific regional priorities, we also developed a specialized webinar delivered entirely in Japanese, featuring a native-speaking moderator alongside an IDA Ireland representative and a third-party business executive. This culturally nuanced approach enabled direct communication with Japanese business decision-makers, highlighting those aspects of Ireland’s business environment most relevant to Japanese corporate expansion strategies.

Complementing these rich media experiences, we created a data-rich infographic that translated Ireland’s competitive advantages into compelling statistics and comparative metrics. Through bold design and strategic information architecture, the infographic presented a comprehensive business case for Ireland as a European operational base, balancing sophisticated B2B messaging with engaging visual presentation.

All content assets were hosted on a custom-designed content hub that encouraged exploration and extended engagement time.

To maximize the reach and impact of the “Unlock Your Potential: Invest in Ireland” campaign, we implemented a strategically diversified media amplification plan leveraging Reuters’ international platform and targeted digital channels.

The campaign employed a sophisticated global distribution strategy across reuters.com, utilizing high-impact display formats within contextually relevant business sections to create multiple engagement opportunities. These premium placements established immediate visual presence while driving qualified traffic to the campaign’s content hub.
Recognizing Japan as a priority market for IDA Ireland, we implemented a comprehensive localization strategy that went beyond simple translation. All promotional assets were culturally adapted and deployed in both English and Japanese across jp.reuters.com, ensuring authentic engagement with Japanese business leaders. This tailored approach demonstrated IDA Ireland’s commitment to the Japanese market while removing language barriers that might otherwise impede access.

To ensure precise audience targeting, we deployed a multi-channel approach that included both reuters.com and strategic social media amplification via LinkedIn and Facebook, platforms selected for their effectiveness in reaching C-suite executives and business decision-makers during their professional information-gathering activities.
The coordinated execution between Reuters, IDA Ireland, and agency partners enabled real-time performance monitoring and optimization throughout the campaign period. This collaborative approach allowed for tactical refinements to targeting parameters and creative messaging, ensuring maximum efficiency in reaching qualified decision-makers considering European operational expansion.

The focused content of the documentary succeeded in boosting awareness of Ireland as a business partner. Research from independent agency Synergy conducted in Dec 2024 confirmed the impact of the video.

2.87M video views across social channels (Facebook 2.5m, X 300k, LinkedIn 76k)
42,000 video views on platform
850,000 page views of infographic
1,000+ live webinar views

We reached the right audience!
Male/Female 74%/26%
Mean age: 51
Mean HH income: US$325K per annum
51% HH income: US$100K+
63% Manager+
71% are involved in FDI decisions in some capacity
49% work in Finance, Tech, Manufacturing, Wholesale, or Retail
54% interested in FDI content

Among those who recall the campaign, 91% associate Ireland with being a cutting-edge location.

Also significant positive sentiment expressed in users “agreeing” or “strongly agreeing” to key perceptions:

• Awareness of Ireland as a cutting-edge investment destination for semiconductors (77%)
• Ireland offers customers a safe place to do business (71%)
• Has a good reputation (75%)
• Is at the forefront of innovation and technology’ (68%)
• Is paving the way when it comes to foreign business across borders (67%)
• Is a country that invests heavily in its people (71%)
• 43% of campaign recallers agree that Ireland has a thriving semi-conductor industry (vs 30% of non recallers) – representing an uplift of 43%
• 63% of campaign recallers agreed that the semi-conductor industry was set to grow exponentially in Ireland and Japan (vs 40% non recallers) – representing an uplift of 58%
• 58% of campaign recallers agreed that Ireland is an ideal location for Japanese semi-conductor companies (versus 29% non recallers) – representing an uplift of 100%

Have taken some form of action as a result of seeing IDA Ireland’s campaign (79%)
This included:

• Visited IDA Ireland’s website (23%)
• Interacted with IDA Ireland on social media (10%)

A great case study for a successful campaign!

Destination Ireland: No.1 for Business