Outdoor ad: EPIC: The Irish Emigration Museum: St Patrick's Day: This is not us

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Dublin is flooded with tourists every St Patrick’s Day, and EPIC The Irish Emigration Museum faces stiff competition from parades, pubs and other tourism spots.

The “This is not us” campaign reminds people that while they’re fun to throw on, green plastic hats and leprechaun costumes aren’t exactly authentic and encourages them to visit the museum and dig a bit deeper into what it really means to be Irish.