Peter Nash (IRL)

Peter Nash manages several interesting European markets including the Nordics and Benelux for Tourism Ireland, the agency which promotes Ireland internationally. Nash has held a variety of marketing and strategy roles in both the public and the private sector including Guinness and Diageo.  A keen sailor, Peter Nash enjoys year-round sailboat racing in Dublin Bay and summertime cruising along Ireland’s west coast, the spectacular Wild Atlantic Way.

Heartbeats and Heroes: how Ireland embraced the Internet of Things to connect with tourists


Storytelling has always been in the DNA of the Irish and telling tales has been at the heart of the promotion of the island of Ireland internationally. Their latest global campaign – ‘Fill Your Heart With Ireland’ – is all about their visitors’ stories, but with a technology twist.

Tourism Ireland used the Internet of Things to blend storytelling and technology in a way which allowed them to passively but powerfully measure their visitors’ passion as they travelled the island. They used technology to unlock their passion points and to create compelling content. Using heart-activated cameras they were able to identify which experiences and places really engaged and excited the visitor…you might say that the content is created and curated by the visitor in a unique way.

Peter Nash of Tourism Ireland will explain how they overcame their fear that technology might overwhelm creativity and innovation in the development of their new campaign. He will also show how Tourism Ireland is embracing marketing technology and automation in all their communications.