Putting Ireland on the mApp in Australia

11 Mar 2011

Tourism Ireland in Sydney has launched a fun and innovative St Patrick’s campaign on Facebook and Twitter, called ‘How Green Will You Go?’ and a new app to help fans turn themselves green.  The campaign invites people all around Australia to be part of the ‘green’ picture this month and challenges them to declare what they intend to ‘green’ in honour of St Patrick.  It includes a new Green Yourself app on Facebook to help fans turn their profile pic green for 17 March.

Last year, Tourism Ireland embraced the spirit of St Patrick’s Day by turning the iconic Sydney Opera House green for the day.  This year, it’s getting personal!  Tourism Ireland is asking Australians to say ‘how green’ they are prepared to go for St Patrick’s Day.  In case fans are at a loss for ‘greening’ ideas, Tourism Ireland has some helpful suggestions, such as … get a green manicure or pedicure; eat only green food for the day; dye your hair green; turn your company’s homepage green for the day; all staff should wear something green; change all the lightbulbs in your building green; or maybe add a green signature or shamrocks to your emails.

Fans can share their ‘green’ efforts by posting photos, videos and comments on Tourism Ireland’s Facebook and Twitter pages.  Followers on Twitter are being urged to use the hash tag #howgreen, so their tweet will trend with all the activities taking place.  Already, one of Tourism Ireland’s Facebook fans has turned her iPad into an ‘iPaddy’, decorating it with shamrocks; and tour operator Insight Vacations has painted one of their buses green in honour of St Patrick’s Day. 

Tourism Ireland has almost 7,500 facebook fans in Australia and more than 1,000 followers on Twitter.  Caroline Brunel, Tourism Ireland’s Manager Australia, said: “We are taking every opportunity to exploit the unique opportunity that is St Patrick’s Day, bringing a smile to the face of Australians.  We have been working really hard to maximise the use of social media, and in particular facebook and Twitter, to promote the island of Ireland as a wonderful holiday destination.  It is a fantastic way for us to engage directly with potential holidaymakers, getting them to talk about their positive experiences of Ireland and the many great things to see and do.” 

Also for St Patrick’s Day, Tourism Ireland is working closely with the National Museum of Australia on its ‘Ireland in Australia’ exhibition, which opens on 17 March and runs through to end of July, helping to bring the experience of Ireland to life.  And, Tourism Ireland will capitalise on the Australian tour of Riverdance which kicks off in Sydney on 18 March, with an attention-grabbing ‘Flashmob’ promotion in a city centre location featuring some of the dancers.


Further information:
Sinéad Grace, Media & PR Manager, Tourism Ireland
Tel:  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 42 different websites, providing information in 20 different languages covering every continent.  In 2010 discoverireland.com attracted almost 12 million unique visitors.



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