A touch of the Irish charm goes a long way in the media and sometimes in marketing - but TourismIreland has turned to social media for its latest promotion.
The idea, launched in the early hours of this morning, is based on getting as many people as possible to use the #makesmeirish hashtag in their tweets on Twitter.
Users are encouraged to explain why they are or feel or want to be Irish. Simple.
The usual social expectations will then apply - if plenty of people start using the hashtag it'll begin trending in search and on Twitter, etc.
The Twitter element is part of a campaign called My Irish 140 - running for the next four months or so and where the winner of the best tweet using the hashtag gets a 140-hour trip around Ireland.
Since launch this morning the campaign has faired pretty well, with Sky News presenter and Ulsterman Eamonn Holmes getting a tweet in early (with 87,000-odd followers) and appearing to kickstart it all.
No word has yet if getting the celebrity backing was part of the campaign or just good fortune.