Weather becomes the message in Fáilte Ireland campaign

Fáilte Ireland is turning Ireland’s obsession with weather into a strategic advantage. Partnering with Posterplan and Mindshare, it’s using programmatic Out of Home advertising to align travel messages with real-time RTÉ Weather broadcasts. Playful weather-themed creatives activate on digital screens during peak commuter windows, transforming mundane updates into prompts for domestic travel. By harnessing live data and dynamic scheduling, the campaign reinforces Fáilte Ireland’s sponsorship and shows how contextual storytelling can cut through the noise. It’s a timely reminder for sponsors and brands alike: relevance isn’t optional – it’s powerful.

Read the full story to see how programmatic OOH is redefining sponsorship impact.