They say the heart doesn’t lie, so what better way to gauge the reaction of travellers than through their heart rate? This is the genius idea behind Tourism Ireland’s new campaign.

“Fill your heart with Ireland”, an innovative piece of marketing created using the heart-rate data of two travellers, is Tourism Ireland’s first major global campaign since 2011.

You can watch the clip below, which features a real married couple from Sweden who had never visited Ireland before.

Tourism Ireland invited them to take a trip on the 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 that captured all of their experiences.

The campaign shows the moments that their hearts choose. Because your heart is the ultimate compass after all. 

The campaign launches Tourism Ireland’s new branding: “Fill your heart with Ireland”.

“Our new campaign, ‘Fill Your Heart with Ireland’, presents Tourism Ireland with a great opportunity to drive continued growth to the regions next year and to encourage visitors to travel off-peak,” Tourism Ireland Manager Australia/New Zealand Sofia Hansson said.

“It will feature locations that have been less visited by overseas visitors and will also highlight outdoor activities like cycling, walking and kayaking.”

Tourism Ireland Manager Australia/New Zealand Sofia Hansson

The ad showcases 17 less-well-known locations across the island, showing the way these spots can also excite, inspire and entertain.

“Imagine being the World’s first heart-rated country. Not stars, words or reviews, just using emotional data to show how a country makes people feel. This is the first step on that journey,” Dave Monk, Executive Creative Director at Publicis London said.

What do you think of the Fill Your Heart with Ireland Campaign?