05 Oct 2011

A new Northern Ireland tourism campaign kicks off this Friday, targeting almost seven million potential holidaymakers in Great Britain and Mainland Europe.

The targeted Tourism Ireland promotion will run over five weeks in four key countries for tourism to Northern Ireland – Great Britain, France, Germany and the Netherlands.  It will consist of extensive TV advertising around, and sponsorship of, a five-part TV series on the popular National Geographic Channel called We Built The Titanic, which airs this week to an expected audience of up to seven million viewers. 

The objective is to connect with Titanic enthusiasts in those countries who will be tuning in to watch this TV production about the famous ship, reminding them of where Titanic was built and encouraging them to come and visit the place where the whole story began.  The ads will feature attractive footage of Belfast and Northern Ireland, conveying the fun and friendliness of Belfast, its emerging music scene, the Titanic connection and some of the many things to see and do around Northern Ireland. 

This TV campaign is part of Tourism Ireland’s promotional programme in the run-up to and during NI2012.  Over the next 12 months the organisation will invest millions of pounds in the most extensive programme of marketing activity ever undertaken for Northern Ireland – to include TV, press, radio and cinema advertising, extensive online campaigns and social media activity, promotional events and publicity.  Niall Gibbons, Tourism Ireland’s chief executive, said: “With the countdown to NI2012 and the centenary of Titanic now well under way, this TV series is a very good opportunity for us to highlight Belfast, Northern Ireland and Titanic and, in particular, to build awareness of Belfast as the home of Titanic.  Our aim is to capitalise on the huge interest that exists among people around the world in Titanic; the focus of our promotions is on building awareness of Belfast and Northern Ireland and on celebrating the proud history of Belfast’s industrial, shipbuilding and maritime past.”

This new promotion on the National Geographic Channel is in addition to Tourism Ireland’s autumn campaign, which is currently under way around the globe, highlighting Northern Ireland as a great place for a holiday or short break.  The We Built The Titanic series follows a team of experts who recreate sections of history’s most famous ship, uncover the lives who those who built the ship and reveal secrets about a ship that was once thought to be unsinkable.  The series begins on Friday 7th October at 6pm and is repeated the following day at 8am.


Further media information:
Elaine Moore / 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; there are 42 different websites, providing information in 14 different languages covering every continent.  In 2010 attracted almost 12 million unique visitors.




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