Toomanytigers is Ray Mills-Morrow’s creative consultancy. Ray started out in marketing, before cutting her teeth as a copywriter. She specialised in student marketing, internal comms and employer branding, before earning middleweight and senior stripes in a large multi-service agency. Though agency life was a blast and an education – she picked up polished branding, direct marketing (DM), digital and planning skills – itchy feet and a craving for autonomy won out in the end. She has been successfully freelancing for over 10 years, working with clients large and small across every sector.

  • Tourism Ireland

Creative concept: Tourism Ireland


  • Collaborative concepting
  • Creative strategy and planning
  • Creative social media strategy

An oldie but a goodie, this. Way back in 2011, I was drafted in to help Bristol-based agency Indicia to create a socially driven campaign to showcase the lesser-known delights of the Emerald Isle.

The solution? Send a very brave couple on a treasure hunt around Ireland. Not going to lie. The idea came from a friend’s rather brilliant birthday party, AKA The Brystal Maze. But blimey, did we add a twist.

Our intrepid travellers didn’t know where they’d be going – and neither did we.

The challenges, route and adventures were to be decided by the good people of Facebook, Twitter and Instagram! Influencers influenced, if you will. Sarah Rogers, consumer engagement manager at Tourism Ireland, summed up the big idea:

“By placing Nick and Sam in the safe hands of our social media communities, they’ll be taken on a whirlwind tour of all the best hidden spots and iconic experiences. By bringing our consumers along for the journey, we’re hoping to inspire them to start planning their very own road trip.”

The lovely folk at Indicia made this little video (script by yours truly) to take you along for the ride. It’s a thing of its time to be sure – but I’m still proud of the buzz and engagement it created, and the silverware it brought home… a gold at the DMAs.