Heritage 2025
Heritage 2025
In 2024 Pluto the Agency rolled out a new campaign for National Heritage Week on behalf of The Heritage Council called “Routes, Networks and Connections.”
Heritage 2025 • Heritage 2025 • Heritage 2025
Background
National Heritage Week is designed to inspire interest, education, knowledge, and pride in Ireland’s national heritage. It serves as a cornerstone in raising awareness and celebrating heritage, drawing participation from communities nationwide thereby encouraging its conservation and preservation.
Strategy
In building our strategy, we understood that heritage is any shared interest between people, and these shared interests are what ultimately connect us all.
Heritage hobbies and interests can be fun and fulfilling, but on a deeper level they connect us to our country, our communities and above all, friends we haven’t met yet. This is the sentiment we wanted to capture in this campaign.
“Tying in with the 2024 theme of “Routes, Networks and Connections”, we used a familiar visual of a route map to cause viewers to do a double take. At first glance appearing like a standard route map, copy encourages audiences to take a closer look. Up close viewers will discover our twist – this isn’t any regular map. What they are looking at is a visual representation of how attending Heritage Week will connect them to others around the country through shared interests.
Execution
Our campaign incorporated radio, VOD, social, digital, and print across the country with the aim of conveying the message that “our heritage is what links us to each other and what underpins our shared interests.”
Results
Ronan Healy, National Heritage Week Project Manager said, “Pluto’s creative concept for the National Heritage Week campaign was very effective in provoking people’s curiosity with the festival and in a way that was faithful to the Heritage Council’s values”.
