Win a Holiday to Ireland With Irwin’s

Rankin Selection uses Tourism Ireland to promote their range of gourmet food and demonstrate how the right platform isn’t always your own.

My wife loves soda bread, so this packet from Irwin’s Rankin Selection was nearly empty when I came to review the promotion. Irwin’s are sticking to the tried-and-tested formula of giving away a holiday in a place that reflects the brand identity.

In this case it’s 3 nights accommodation and tickets for the Irish Open golf tournament. Not something that would appeal to my wife in the supermarket aisles but still, it builds the connection between the brand, Ireland and healthy living so is cleverly constructed.

The prizes are ‘in association with Tourism Ireland’ and the prize draw is hosted on Tourism Ireland’s website so presumably Irwin’s managed to get a deal on the package. By driving traffic to any website but their own, Irwin’s is missing out on opportunities to build the Rankin Selection brand online. Tourism Ireland’s greater media reach, however, is a good way to get the Rankin Selection brand message across to lovers of Ireland.

To enter, the pack says to go to discoverireland.com/rankin and enter your details and batch code. Tourism Ireland is collecting full name, address, email and age, as well as requesting where the product was bought from. The promotional mechanics work well with no ‘clever’ distractions.