21 Oct 2011

Tourism Ireland kicked off filming for a new global advertising campaign this week, in twelve locations around the island of Ireland.  The campaign will include a series of three TV ads which will focus on differentiating Ireland from other popular destinations in order to deliver growth in visitor numbers from overseas in 2012 and beyond.

The new three-year global advertising campaign – comprising TV, radio, print and online advertisements – will be rolled out across all Tourism Ireland’s main overseas markets from early 2012 and will reach an estimated annual audience of 200 million potential visitors.

Research conducted by Tourism Ireland earlier this year in our major tourism markets – including Great Britain, the USA, France and Germany – shows that while Ireland ranks high among the top 10 European destinations that consumers from these countries would like to visit, the main challenge lies in differentiating Ireland from its competitors, giving them a sufficiently compelling reason to visit Ireland now.  Tourism Ireland will highlight the distinctiveness of a holiday here through a strong campaign with compelling imagery focusing on the many iconic experiences people can enjoy on a holiday here.

Locations for the filming of the TV ads include Dublin’s Ha’penny Bridge and Sweney’s Pharmacy on Lincoln Place (which features in James Joyce’s Ulysses), showcasing Dublin as a fantastic city break destination and as a cultural and literary mecca; the new Titanic Belfast building and a music concert in Belfast, placing the spotlight on the city’s links with the famous ship and its dynamic music scene; as well as iconic tourist spots like the Giant’s Causeway, the beaches of Connemara, Dingle, the Ring of Kerry, the Rock of Cashel and the Cliffs of Moher.

A separate camera crew will film a series of online videos for the digital element of the new campaign, recruiting and filming ‘real’ local people around the island, highlighting in greater detail the iconic experiences featured in the TV ads and showcasing the many great things to see and do in their own corner of Ireland.

Minister for Transport, Tourism & Sport, Leo Varadkar, said: “Advertising campaigns like this are key to boosting Ireland’s visitor numbers with a tangible effect on jobs and growth.  Ireland’s tourism industry is now showing signs of recovery, with overseas visitor numbers rising by +11% in the first eight months of this year. This campaign will help our efforts to get visitor numbers rising further in 2012 and beyond, and in the run-up to The Gathering in 2013.”

Commenting on the new campaign, Niall Gibbons, chief executive of Tourism Ireland, said: “This is a new advertising campaign which we believe will set Ireland apart from its competitors.  Our research shows that our target consumers in our key overseas markets want a holiday full of unique experiences.  In the new campaign, we will be placing particular focus on the iconic experiences that visitors can enjoy here – from experiencing Dublin as a cultural city break, to climbing on the Giant’s Causeway or cycling through the Gap of Dunloe, to delving into our rich medieval architecture and history at the Rock of Cashel.”

The series of three TV ads will be shot by award-winning director Daniel Wolfe, who works on both commercials and music videos. He has worked with Take That, Plan B and Róisín Murphy and last year won a UK music video award for his work with Plan B.  Director of photography on the shoot is the much sought-after, up-and-coming Irish cinematographer Robbie Ryan.  Most recently, Robbie became the seventh winner of the prestigious Golden Osella award at the Venice Film Festival for his work on the British film “Wuthering Heights”. 

This is Tourism Ireland’s first new advertising campaign in three years.  The TV shoot takes place over seven days while the shoot for the online films will take two weeks.

                                                                                                                         Tourism Ireland’s central marketing director Mark Henry and CEO Niall Gibbons with the director of photography for the advertising shoot, Robbie Ryan, during filming in Dublin at Sweney’s Pharmacy on Lincoln Place, which featured in James Joyce’s Ulysses.


Further media information:
Sinéad Grace, Tourism Ireland  
Tel:  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; there are 45 different websites, providing information in 19 different languages covering every continent. 


Who's Who

Search for Tourism Ireland Contacts