Sixteen golf writers from nine countries around the world were in Northern Ireland this week, playing the courses where our golf champions perfected their skills. Their visit, organised in conjunction with NITB, is part of Tourism Ireland’s £1.8 million ‘Home of Champions’ golf promotional campaign.
Niall Gibbons, Tourism Ireland’s chief executive, said: “Darren Clarke’s victory at the British Open this summer, coming on top of wins by Rory McIlroy and Graeme McDowell at the US Open, has provided us with a wonderful opportunity to showcase our golf to the world’s top golfing media. On this trip alone, media outlets and titles represented included Golf European Monthly, Golf Digest China, Golf International as well the US Golf Channel. The potential publicity value of a trip like this is fantastic – the ensuing articles and programmes will be read and watched by hundreds of thousands of potential golf holidaymakers around the world.
“Tourism Ireland is focused on growing the number of golf tourists to Northern Ireland and building on the tremendous positive publicity surrounding the extraordinary wins of our golfers. Golf is the world’s largest sports-related travel market and Tourism Ireland is working hard to drive home the message that a golfing holiday in Northern Ireland is about much more than a round of 18 holes – the combination of Northern Ireland’s world-class golf product and unique brand of hospitality plays a key role in attracting golfers to come here.”
As part of Tourism Ireland’s ‘Home of the Champions’ campaign, advertising is under way in the US on the Golf Channel around the popular reality show, Big Break Ireland, which is airing this autumn, with ten episodes expected to reach about 182 American million golf fans. The campaign is also running in Great Britain and in other important golf markets around the world.
Golf media from around the world line up to take on the challenge of Royal Portrush, Co Antrim.
Further media information:
Clair Balmer, Tourism Ireland
Tel: 028 7035 9260 Mobile: 077 6652 7719
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.