Tourism Ireland has launched a new social media campaign to help encourage consumers connect with their ‘Irishness’. The ‘My Irish 140’ campaign aims to capture the imagination of potential holiday makers, by asking them to follow myIrish140 on Twitter and tweet, in 140 characters or less, what makes them Irish. Each tweet must contain the hashtag #makesmeirish. Besides offering tweeters the chance to win a spot prize every 140 minutes, the social media campaign will award the writer of the best #makesmeirish tweet with an amazing 140-hour adventure tour of Ireland with winners taking part in sheepdog trials or waking up to hot air balloon rides. “The My Irish 140 campaign is the latest initiative in our strategy to engage, inform and excite our current and prospect visitors,” explained Sarah Rogers, Tourism Ireland’s CEM manager. “Social media, and in particular Twitter, can be extraordinarily powerful and by tapping into people’s Irish connections, we’re confident that we’ll create a lot of buzz about Ireland”.