Fáilte Ireland intended to capitalise on the Taylor Swift concerts, planning to present the singer a bespoke cardigan, mirroring her affection for the nation and traditional knitting. The effective marketing campaign, costing under €8,000, managed to reach above nine million individuals, appeared in 370 varied international media platforms and web publications.
A blueprint for the marketing strategy by Fáilte Ireland elaborated that Taylor Swift had produced six cardigans, each representing her different ‘Eras’, which were considered a significant symbol of her music journey. They planned to leverage the trending cardigan unboxing craze on TikTok by collaborating with a local female designer to craft a unique Irish knit patchwork cardigan, to be presented to Taylor during her performance at the Aviva Stadium in June. Fáilte Ireland highlighted that the pop star was acknowledged for her affinity for Ireland, even referencing Wicklow in the lyrics of her songs.
Five Irish sites associated with Taylor Swift were identified: Greystones Beach in Wicklow, Glin Castle in Limerick, Portsalon Beach in Donegal, the Farnham Estate in Cavan, and the Dublin Coastal Trail. These sites were intended to help shape the “cardigan mood board,” celebrating her trips to Ireland.
The design brief stressed retaining the authenticity of traditional Irish knit designs while potentially incorporating Taylor’s own style for visual inspiration. It proposed the representation of landscapes including heather, hillsides, and the Atlantic using three colours and distinctive embroidery such as swifts, shamrocks, and sheep. The selected cardigan was designed by the renowned Gabrielle Malone, featuring stitching influences from beekeepers in Donegal, Dublin’s Georgian structures, and Irish countryside and trails. Fáilte Ireland also cooperated with multiple social media influencers, urging them to contribute to knitting the ‘Taylor cardigan’.
A directive for them recommended encouraging the public to venture to DiscoverIreland.ie for a Swiftie-inspired break and to download a knitting pattern. According to a separate design brief, the deadline for the cardigan completion was set for June 10, in preparation for her much-anticipated sold-out concerts at the Aviva Stadium later in the month.
The terms of non-disclosure stipulate that as a collaborator, it is agreed that details of the cardigan pattern and its creation process will not be revealed on any platform including social media. Confidentiality of the cardigan design must be maintained until the commencement of the activation. Once all press materials related to the cardigan have been released, sharing of this information will be permissible.
A previous marketing campaign coinciding with Harry Styles’ 2023 visit to Ireland had a staggering reach of eight million, with predictions of a similar reach for the Taylor Swift campaign. A cost breakdown revealed that the “newsjack” initiative, executed in partnership with the Teneo agency, amounted to a cost of €7,963. This cost encompassed the design, three custom-made cardigans, and a specially branded presentation box with an imprinted note, delivered to the Aviva Stadium.
In response to questions about the campaign, Fáilte Ireland responded that the aim was to leverage Taylor Swift’s affection for Ireland to inspire more local tourism. Emma Woods, their Head of Marketing Communications, stated “we knew Taylor Swift’s Dublin concerts in this summer would result in a significant cultural event, and we saw a unique chance to connect with her dedicated Irish fans with this campaign. With Taylor’s well-known love for Irish knitwear acting as a natural bridge, our campaign aims to promote Ireland’s rich heritage in artisan craftsmanship.”