St. Patrick’s Day’s ‘greenest’ dance floor popped-up in London
To mark St Patrick’s Day on 17th March, The PC Agency team was tasked by Tourism Ireland with generating a splash in GB media with positive coverage of the island of Ireland, and encourage travel to the destination. The team came up with a fun and innovative way to celebrate the patron saint and teach Londoners some traditional dance moves…
Our Concept
Looking for a fun way to celebrate St Patrick's Day, The PC Agency took an alternative approach to the usual festivities and decided to surprise Londoners with an outdoor pop-up dance floor. Both green in colour and in energy efficiency, the 10-metre wide dance floor was powered by the dancers’ footsteps, which in turn generated energy to light up the green kinetic tiles, along with a screen showing some of the island of Ireland’s beautiful landscapes.
Built overnight on the South Bank, with Big Ben and the Houses of Parliament as a backdrop, the people of London woke up on 17th March 2023 to the dance floor, giving commuters, tourists, and passers-by a place to get their toes tapping, creating energy as they celebrated St Patrick’s Day with Irish dance and music. Irish dancers also joined us to help generate the electricity required to light up the dance floor and screen.
This innovative stunt by The PC Agency allowed Tourism Ireland to take a different approach to St. Patrick’s Day promotions with the kinetic dance floor being a fun and interactive way to celebrate. Dance is such an important part of Irish culture - an art which has been used for centuries to unite and celebrate - and Tourism Ireland was delighted to be able to honour that tradition with Londoners.
Following the kinetic dance floor stunt, The PC Agency hosted an afternoon drinks and canapés reception at The Bloomsbury Club Bar on behalf of Tourism Ireland. Travel and lifestyle media and influencers were invited to celebrate St Patrick's Day with the team, enjoying bespoke Irish cocktails, Guinness and music from a trad band. The joyous event was a chance for Tourism Ireland and The PC Agency to mingle with guests, sharing news of Tourism Ireland's new Fill Your Heart With Ireland campaign, and hear the latest news and updates from the island of Ireland for future press trip opportunities to the destination.
The Results
The kinetic green dance floor stunt received great public interaction, and generated some brilliant video coverage in GB online media including Metro, Mail Online, Yahoo, MyLondon and MSN, but coverage also appeared internationally in Ireland, Australia, and Germany. Overall, the coverage in the GB reached an audience of over 249,551,120.
The St Patrick’s Day media reception at The Bloomsbury Club was a great success and a fantastic way to end St Patrick’s Day celebrations, with 25 influencers and media attendees such as National Geographic Traveller, Hello!, Travel Weekly, TTG, Heat! and many more, talking about all things island of Ireland for the afternoon!
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