Ireland holiday ads took fifth place in a recent survey in Germany – ahead of well-known brands like Tommy Hilfiger, McDonald’s McCafé and Coca-Cola Zero. In the survey, which was carried out by leading marketing magazine Werben & Verkaufen, 20 different TV ads were tested on German consumers, to gauge their recall, likeability and potential impact on sales, and the Ireland ads came in at number five.
Up to 25 million Germans will see Tourism Ireland’s €2.5 million TV campaign, which is under way right now in Germany on prime time TV across seven top German stations, including around St Patrick’s Day. The campaign also incorporates a €1 million radio and online advertising drive.
Barbara Wood, Tourism Ireland’s Manager Central Europe, said: "We are delighted that our TV ads have made it into the top five in this competitive marketplace. It’s a really positive sign that the ads are achieving ‘stand-out’ and feature alongside such other well-established brands. And it is certainly a great boost that our message is being communicated so memorably and resonating well with our target audience. Our campaigns are all about the fun and spontaneity of a holiday here and about showcasing the huge variety of things to see and do here around Ireland.”
The island of Ireland holds strong appeal for Germans, ranking at number five on Germans’ ‘wish-list’ of places to visit in 2011, and Tourism Ireland believes there is plenty of untapped potential in the market. The promotional campaigns this year will drive home messages of friendliness, humour, inspirational landscapes and music, showing potential Germany holidaymakers ‘stand-out’ things to see and do when they come here.
“Germany is the largest outbound travel market in the world, with Germans taking more holidays than any other nationality. It is the third-largest source of visitors for the island of Ireland, delivering about 380,000 visitors in 2010 and over €160 million in revenue for the economies North and South," Barbara Wood continued.
Sinéad Grace, Tourism Ireland t: 01 476 3493/ 087 685 9027
Note to Editors:
• Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
• Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
• Approximately 6.6 million overseas visitors came to the island of Ireland in 2010, delivering revenue of approximately €3 billion. Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is www.discoverireland.com; there are 45 different websites, providing information in 19 different languages covering every continent. In 2010 discoverireland.com attracted almost 12 million unique visitors.