Swift Cardigan Promo a Hit for Tourism

A Failte Ireland campaign centered around Taylor Swift’s love of cardigans has been seen by nine million viewers. The viral marketing campaign cost less than €8,000 and featured in 370 different international publications and online outlets.

A Fáilte Ireland marketing plan explained how Taylor Swift had released six cardigans to reflect each of her “Eras”, and these were a key emblem of her musical career.

It said:

“Capitalising on the viral cardigan unboxing TikTok trend, we will work with a local female designer to create a handmade Irish knit patchwork cardigan to gift Taylor when she plays in the Aviva Stadium in June.”

Fáilte Ireland said the international sensation was known to have a “soft spot” for Ireland and had mentioned Wicklow in the lyrics of one of her songs. Five locations with links to Taylor Swift were named: Greystones Beach in Wicklow, Glin Castle in Limerick, Portsalon Beach in Donegal, the Farnham Estate in Cavan, and the Dublin Coastal Trail. It said these could be used to help create the “cardigan mood board” to commemorate her visits to Ireland.

The cardigan chosen was created by designer Gabrielle Malone (pictured), with stitching inspired by beekeepers in Donegal, Georgian architecture in Dublin, and Irish fields and walking trails.

Fáilte Ireland also worked with several social media influencers encouraging them to knit a part of the “Taylor cardigan”.