Sustainable travel campaign by Forward

Forward x Irish Tourism x lastminute.com

• Ireland Week in Milan – where the Emerald Isle meets the Fashion Capital – is the perfect time to highlight the unique and environmentally friendly Irish experience.
• The multi-media campaign – “Ireland. Travelling green is not just a myth” – was created by Forward, the marketing and media arm of lastminute.com in collaboration with Irish Tourism.
• The focus is on slow tourism through cycling itineraries, trekking and other outdoor activities, with voucher codes available via TikTok.

Milan, March 6, 2025 – Irish Tourism and lastminute.com launch a new campaign for the Italian market, designed to attract eco-conscious holidaymakers who wish to explore the island through slow and sustainable tourism.

As a European Travel Tech leader in Dynamic Holiday Packages, lastminute.com is working with tourism boards to promote responsible tourism as part of its sustainability strategy.

Now joining forces again with Irish Tourism, the campaign created by lastminute.com’s media arm Forward, hopes to boost awareness of one of the most beautiful islands in the world – and its “green” credentials.

The launch leverages the backdrop of the popular Ireland Week in Milan, a week-long celebration of Irish culture, food, music, and history.

The message “Ireland. Traveling green is not just a myth”, is at the heart of the multi-media campaign combining the magic of breathtaking landscapes and Irish myths with a modern approach. It showcases Ireland as not only a place of fairies and druids but one with concrete sustainable initiatives to preserve its iconic heritage for future generations.

Signpost to Sustainability – new microsite and interactive map

Going Green to Ireland is made easy with the editorial-style campaign, promoting slow tourism through cycling itineraries, trekking and other outdoor activities in its first phase. The second phase features Ireland Week 2025 with a focus on  Milan with events and opportunities to discover Ireland through special digital initiatives in the city.

Destination Digital

The campaign will be distributed across digital channels, including TikTok, Instagram, high-impact formats on lastminute.com, native formats, DEM and audio platforms (such as Spotify). 

Those feeling inspired to visit can pick up an exclusive €50 voucher on flight+hotel packages, with a minimum spend of €500 will be available on TikTok via a Gift code sticker to make the dream a reality.

“Ireland aims to enhance its territory in a widespread way, offering experiences that allow for an authentic connection with nature and local communities, while also providing a rewarding experience for travellers. With this campaign in collaboration with lastminute.com, we wanted to communicate the two pillars of a holiday in Ireland: the culture and stories of an ancient people combined with breathtaking landscapes, to be enjoyed at a slow and mindful pace.”

commented by Marcella Ercolini, Director of Tourism Ireland Italy.

“Promoting sustainable tourism is a crucial step in our commitment to a greener and more responsible future. Ireland represents a perfect example of how natural beauty and history can be preserved through conscious choices. We are excited to work with Tourism Ireland to help raise awareness among Italian travellers about destinations that not only offer unique experiences but also the opportunity to travel in harmony with the environment.”

commented by Elena Borgarello, Director of Sustainability and Social Responsibility at lastminute.com.

The first phase of the campaign has been live from February 17 and is ending on April 17, while the special campaign dedicated to Ireland Week in Milan will be live from March 7 to 17.

Creativity, production, and media planning for the campaign are handled by Forward, the marketing and media company of lastminute.com, specializing in the development of integrated marketing campaigns for the travel sector.