Global Greening & Ireland Press Awards


Tourism Ireland

Global Greening & Ireland Press Awards

Global Greening: more and more landmarks, iconic locations or UNESCO World Heritage sites turn green on March 17th. Worldwide! So also in Amsterdam! The I’AMSTERDAM object on the Museumplein is green for once. A perfect moment to experience this with a-list media, journalists and bloggers.

The line up is great!

Global Greening – taking place on the most important Irish holiday St. Patrick’s Day – is an initiative of Tourism Ireland and brings the island under the attention in a unique way. Every year it’s a challenge to find the perfect location in the Netherlands. The line up is impressive: including the Sydney Opera House, the Niagara Falls, the Leaning Tower and Le Grand Place in Brussels.

Another objective of the tourism board is to strengthen the media relations and to inspire relevant media, writers and production companies for a story, article, blog or report about Ireland.

Strategy & Approach

To generate more attention for ‘Global Greening’ and simultaneously strengthen the relationship with relevant media, it was decided to organize an informal press event near the I’AMSTERDAM object. During this evening, with whiskey, Guinness and Irish culinary specialties several journalists will be honored with an Irish Press Award. The jury consists of Miriam Dresmé, PR officer of the ANVR (the Dutch Association of Travel Agents an Tour Operators) and Fred van Eijk, director of ZRA (independent travel agents) organization Travel Counsellors.

In the week prior to the Global Greening, a special edition of the new digital Ireland Inspiration Board is sent, with extensive inspiring image footage and an introductory video with Liam Neeson.

When dusk sets in, guests watch live how I’AMSTERDAM turns from red and white to green.


Target group

  • Dutch journalists who visited Ireland or Northern Ireland in 2014
  • Relevant special interest media (outdoor, golf, gastronomy, lifestyle, cycling and more)
  • Travel journalists and travel media
  • National and regional news media



  • Relationship binding media event in Amsterdam nearby the Dutch Global Greening location
  • Dedicated Inspiration Board: online inspirational tool for journalists and bloggers, in which different facets of St. Patrick’s Day and Global Greening are highlighted
  • Press Release about the Greening of I’AMSTERDAM and other new and remarkable participants of Global Greening
  • St. Patrick’s Day video starring Irish actor Liam Neeson
  • Active online and social media promotion with #GOGREEN4PATRICKSDAY



  • Four proud Irish Press Award Winners
  • Over 45 journalists and bloggers attend the press event and experience the greening live
  • Live report and interview with Radio RTV Noord-Holland,
  • Lots of publications in national and regional media, including De Telegraaf, AT5, Metro nieuws, Amsterdam FM, Linda nieuws and Het Parool
  • Positive Feedback from the attending press

Also check these cases

Do you want to know what we can do for you?