The Causeway Coast, as seen through the eyes of mountain climber and local resident Hannah Shields, is in the spotlight in Great Britain right now, courtesy of a major new tourism promotion. Tourism Ireland is targeting millions of prospective visitors around GB – through The Guardian newspaper and website – with a special Causeway Coast promotion which is highlighting the many things to see and do for British holidaymakers in the area. The campaign, will reach a wide audience around Britain, including over 2.2 million visitors each month to The Guardian website and almost one million readers of the newspaper.
As well as a full-page feature on the North Antrim coastline in the Weekend magazine, a promotional film has been uploaded to the paper’s website showing off some of the many hidden gems to be found in this part of Northern Ireland. In the film, Hannah Shields, who has climbed Mount Everest, takes the viewer on a tour and highlights the wonderful heritage, culture and scenery of the area. She begins in White Park Bay with its impressive sweep of golden sand before moving on to St Gobban’s Church, said to be the smallest church in Ireland. She then stops off at Dunluce Castle and showcases some of the Ulster Way which leads to the Giant’s Causeway. The film finishes with Hannah showing off her storytelling skills relaying the tale of Finn MacCool and the legend of how the Causeway was formed.
Vanessa Markey, Tourism Ireland’s Head of Great Britain, said: “This promotion with The Guardian, both online and offline, is an excellent way of showcasing the Causeway Coast and its many attractions to a large audience of potential holidaymakers across Great Britain. It is part of a wider Tourism Ireland campaign with The Guardian, to encourage visitors to go beyond our major cities and explore more rural parts of Northern Ireland.
“Great Britain is the largest single source market for visitors to Northern Ireland and the island of Ireland, delivering over 50% of all overseas visitors and 35% of overseas tourism revenue. Vanessa Markey continued: “The island of Ireland holds strong appeal for Britons, ranking at number seven on their ‘wish-list’ of places to visit. Our campaigns are driving home messages of friendliness, fun and stunning inspirational landscapes, as well as encouraging visitors to get out and about and enjoy the lesser known parts of the island.”
Causeway Coast feature in The Guardian’s ‘Weekend’ supplement.
Further media information:
Elaine Moore / Clair Balmer, Tourism Ireland
Tel: 028 7035 9260 Mob: 07766 527719
Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
• Tourism is responsible for in excess of 4.9% of GDP in Northern Ireland and supports approximately 40,000 jobs.
• Approximately 1.4 million overseas visitors came to Northern Ireland in 2010, delivering revenue of approximately £210 million.
• Tourism Ireland’s international website is www.discoverireland.com; there are 42 different websites, providing information in 14 different languages covering every continent. In 2010 discoverireland.com attracted almost 12 million unique visitors.