10 Apr 2018
One of Ireland’s most memorable and best-loved tourism ads has been shared for the first time ever
The director’s cut of one of Ireland’s most memorable and best-loved tourism ads has been shared for the first time ever today, to celebrate the 25th anniversary of The Cranberries seminal debut album, Everybody Else is Doing it, So Why Can’t We, which was released in 1993.
Tourism Ireland, the organisation responsible for marketing the island of Ireland as a holiday destination, is marking the anniversary by sharing this never-before-seen, four minute-long director’s cut of the ad from 1996, made famous by its stunning aerial shots of the island of Ireland and its soundtrack – the single Dreams by The Cranberries.
This ad holds a special place in the history of Ireland’s tourism advertising. Launched in 1996, it was the first ever TV ad to market the island of Ireland as a whole, featuring sweeping shots of stunning locations like the Giant’s Causeway, the Skelligs and the Cliffs of Moher – all set to the inimitable voice of The Cranberries’ lead singer, Dolores O’Riordan. The shoot for the ad took place over 22 days and involved 120 crew members. It was directed by Sharon Maguire – who went on to find global fame as the director of the 2001 blockbuster Bridget Jones’ Diary.
The Cranberries’ debut album Everyone Else Is Doing It, So Why Can’t We was released 25 years ago, in 1993. Dreams featured on the soundtracks of many TV shows and films in the 1990s – including My So Called Life, Beverly Hills 90210 and films You’ve Got Mail and Mission: Impossible.
Niall Gibbons, CEO of Tourism Ireland, said: “We are marking the 25th anniversary of this iconic Irish album and honouring the memory of one of Ireland’s greatest musicians by sharing this never-before-seen version of our ad from the 1990s. The film marries the wonderful vocals of Dolores O’Riordan with spectacular footage of the island of Ireland. We would like to pay tribute to this incredible artist, whose music brought images of her native Ireland so vividly to life for people everywhere around the world.”
To view the film, click here.
This famous tourism ad was being seen on TV screens across the globe during a pivotal era for the island of Ireland – in the lead-up to the signing in Belfast of the Good Friday Agreement in 1998. Today marks the 20th anniversary of this historic achievement in the Northern Ireland peace process. Tourism Ireland was established under the framework of the Good Friday Agreement as the agency responsible for marketing the island of Ireland as a leading holiday destination.
Notes to editors
Tourism Ireland would like to thank the Irish Film Archive for making this film available.
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