Best Travel Email Message Campaign, Best Of Show Email Message Campaign

St. Patrick’s Day is the moment when the world leans into Irish culture — and Tourism Ireland wanted to make the most of it. The St. Patrick’s Day 2025 email campaign was created to capture that global excitement and turn celebration into inspiration, encouraging subscribers to see Ireland not just as a holiday, but as a destination worth exploring.
The campaign reached Tourism Ireland subscribers—both longtime and new—across key global markets, including North America, Great Britain, Europe, and Australia. The challenge was to create something festive and joyful that still felt true to the brand, while allowing flexibility for different regions and audiences.

Our solution was a set of vibrant, responsive email templates that brought the spirit of St. Patrick’s Day to life. Bold visuals, Ireland’s iconic green palette, and modular storytelling celebrated Irish traditions, local events, and culture in a way that made the messages feel like invitations rather than announcements.

The campaign launched across nearly all markets with a unified seasonal look and feel, delivering strong engagement and reinforcing Tourism Ireland’s presence during one of its most meaningful cultural moments. It delivered elevated engagement—including notable increases in open and click rates in key regions—and provided insights that will inform an even smarter, more scalable approach for future celebrations.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Associate Creative Director:	Tylor Loposser
Senior Copywriter :	Melissa Avanzato
Traffic Manager:	Kay Hanusa
Senior Manager, Strategic Consulting:	Veriko Kvartskhava

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.