Tourism body sought to use star to promote Ireland
Taylor Swift performs on stage during"Taylor Swift | The Eras Tour" at Aviva Stadium in June. Photograph: Charles McQuillan/TAS24/Getty Images for TAS Rights ManagementFáilte Ireland was hoping to “newsjack” the Taylor Swift concerts by gifting her a handmade cardigan to reflect the singer’s “fondness” for the country and “grá” for traditional knitting.
It said: “Capitalising on the viral cardigan unboxing TikTok trend, we will work with a local female designer to create a handmade Irish knit patchwork cardigan to gift Taylor when she plays in the Aviva Stadium in June.” Fáilte Ireland said the star was known to have a soft spot for Ireland and had mentioned Wicklow in the lyrics of one of her songs.
A briefing document for them suggested: “Encourage people to visit DiscoverIreland.ie where they can find some inspiration for a Swiftie inspired short break as well as a link for a downloadable pattern.” An activation plan said a similar marketing drive when Harry Styles visited Ireland in 2023 had reached eight million people and that a “similar reach” was predicted for the Taylor Swift campaign.
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