With a limited budget to do this we opted for an online campaign. Running on Irish national media websites the week of St Patrick’s Day we not only maximised the budget by geographically targeting the delivery of the advertising banners to countries outside of Ireland but also optimised the level of traffic to these specific websites by choosing a period when many Ex Pats would be visiting websites such as RTE.ie, Independent.ie and the Irishtimes.com to find out what celebrations where happening back home.