04 Nov 2011

Slane Castle provided the backdrop for a fashion photoshoot featuring one of India’s most celebrated actresses, Katrina Kaif. The photos will feature as the cover story and in a ten-page spread in an upcoming edition of fashion magazine Harper’s Bazaar in India. The story will include lots of images shot at Slane, as well as an interview with the Bollywood star in which she reveals some of her favourite places in Ireland. The story will highlight Ireland as a high-end and fashionable destination to the 55,000 readers of Harper’s Bazaar in India.

Katrina Kaif was in Ireland to film a Bollywood blockbuster called Ek Tha Tiger (meaning ‘Once There Was A Tiger’). She is hugely popular in India and Tourism Ireland is confident that the coverage and interview with such a high-profile actress in Harper’s Bazaar will help to boost awareness of Ireland among India’s growing middle classes who have the potential to come here on holidays. Articles in newspapers and magazines are recognised as strong influencers on prospective visitors and offer a cost-effective way to reach mass audiences, particularly in emerging markets like India where raising awareness of the island of Ireland as a holiday destination is the first step in a longer-term campaign to attract more visitors.

Jim Paul, Tourism Ireland’s Head of Australia and Developing Markets, said: “Tourism Ireland is delighted that Harper’s Bazaar magazine chose Slane Castle as the location for this photo shoot with such a major star. The Indian film industry is the largest in the world after Hollywood and its stars have considerable influence on the Indian public. The publicity from this cover story, as well as the interview with Katrina Kaif, will be a fantastic opportunity to showcase Ireland as a ‘must-see’ and fashionable destination to a mass audience.

“The majority of Ireland’s overseas visitors are from the core markets of Great Britain, Mainland Europe and North America, and while this will continue, it is important that we expand our focus beyond these markets and look to the long-term opportunities presented by emerging tourism markets in Asia like India. Tourism Ireland in India is working hard to raise the profile of the island of Ireland as a premier holiday destination, highlighting the visa waiver scheme introduced by the Government earlier this year, which has made it easier for tourists from emerging tourism markets to visit Ireland.”

                                                                                                                Bollywood star Katrina Kaif at Slane Castle during a recent photo shoot for Harper’s Bazaar magazine.


Further media information:
Sinéad Grace, Tourism Ireland  t:  087 685 9027

Notes 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 6.7 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 42 different websites, providing information in 14 different languages covering every continent.  In 2010 attracted almost 12 million unique visitors.



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