Fáilte Ireland hoped to exploit Taylor Swift's 'soft spot' for country by gifting her a hand-knit cardigan

Taylor Swift pictured in an Aran jumper, promoting her album 'Folklore'.

Fáilte Ireland was hoping to “newsjack” the Taylor Swift concerts by gifting her a hand-made cardigan to reflect the singer’s “fondness” for the country and “grá” for traditional knitting.

Its viral marketing campaign, which reached more than nine million people, ended up costing less than €8,000 and featured in 370 different international publications and online outlets.