Social Media to Steer Tourism Ireland's Road Trip

20 May 2011

Tourism Ireland has launched a week-long social media campaign in Great Britain, offering Facebook and Twitter communities the chance to determine the places a British couple will visit.  The innovative campaign – called "Nick and Sam's Ireland Road Trip" – will showcase some of our wonderful scenery and attractions, in a bid to highlight the same trip to potential holidaymakers and to help boost visitor numbers from Great Britain, our largest and most important tourism market. 

Sam and Nick Brown, a couple from Bath, are asking people around Britain to help design their Ireland holiday via Twitter and Facebook.  People can send tips and suggestions about where the couple should go and what they should see, through Tourism Ireland's Twitter and Facebook feeds.  Beginning their adventure at the Giant’s Causeway in Co Antrim, every detail of the couple’s journey will be an interactive event, as they share maps and video blogs, and upload photos to a live photo feed, so that potential visitors around GB can see their suggestions being carried out throughout the week-long trip.  A specially developed microsite will follow Nick and Sam as they travel around the island.  At the end of the seven days, Tourism Ireland will hold a prize draw to send a group of four to Ireland, rewarding them for their engagement with the campaign. 

Approximately 1.3 million people around Britain will hear about the campaign, through Tourism Ireland’s online and PR activity.  The main objectives are to raise awareness of the island of Ireland as a holiday destination amongst online audiences around Britain, particularly car touring and longer-stay holidays, and to increase engagement and interaction with Tourism Ireland fans and online communities.

Vanessa Markey, Tourism Ireland’s Head of Great Britain, said: "Our latest social media initiative should prove to be a really effective way of engaging with online communities around Britain, really bringing our message of fun, friendliness and spontaneity to life.  By placing our couple, Nick and Sam, in the hands of our social media communities, they'll be taken on a whirlwind tour of some of the best hidden spots and iconic experiences around the island of Ireland.  And, by bringing potential holidaymakers around GB along for the journey, we’re hoping to inspire them to begin planning their very own road trip."

“This initiative is targeting people who prefer to use their car on holidays, as these visitors tend to stay longer, spend more and are more likely to visit more than one region.  Tourism Ireland is actively promoting car touring and longer-stay holidays in the GB market this year.” 

Great Britain is the largest single source market for visitors to the island of Ireland, delivering over 50% of all overseas visitors and 35% of overseas tourism revenue. 


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 6.9 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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