Fáilte Ireland’s ‘viral’ cardigan campaign for Taylor Swift reached 9m people
Fáilte Ireland was hoping to “newsjack” the Taylor Swift concerts by gifting her a hand-made cardigan to reflect the singer’s “fondness” for the country and “grá” for traditional knitting.
Their viral marketing campaign, which reached more than 9 million people, ended up costing less than €8,000 and featured in 370 different international publications and online outlets.
A Fáilte Ireland marketing plan explained how Taylor Swift had released six cardigans to reflect each of her ‘Eras’ and these were a “key emblem” of her musical career.
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 international sensation was known to have a soft spot for Ireland and had mentioned Wicklow in the song Sweet Nothing.
Five locations with links to Taylor Swift were named:…
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