‘Ireland’s Wild West’ Promotion Targets German Holidaymakers for Knock Flight

15 Jun 2012

Tens of thousands of people living in and around Düsseldorf in Germany are seeing giant promotional trucks driving round their region – carrying a highly visible image of ‘Irlands Wilder Westen’ (Ireland’s Wild West) and a very attractive offer to come and holiday here on the new Lufthansa flight to Knock.

Tourism Ireland has teamed up with leading German tour operator DERTOUR to highlight the new, excellent connectivity between Germany and the west of Ireland, as well as the spectacular scenery here. As well as the promotional trucks, the holiday offer (eight days in Ireland for €299) has been promoted to over influential 10,000 travel agents. Radio ads are also running on stations in the Düsseldorf area, urging listeners to “come to the wild west of Ireland”. These ads are highlighting the wonderful scenery and renowned hospitality of this part of Ireland for German visitors. And the holiday offer is also being highlighted through online advertising and email marketing.

The promotion is part of a €300,000 campaign under way right now in Germany in conjunction with Ireland West Airport Knock, Fáilte Ireland, the Western Development Commission and local authorities, promoting counties Mayo, Sligo, Donegal, Roscommon and Leitrim.

Minister of State for Tourism and Sport Michael Ring said: “I’m delighted to see Tourism Ireland promoting the west of Ireland directly to the German market, in order to take advantage of the new Düsseldorf to Knock service. Ireland is a hugely popular destination for German tourists with the number of visitors growing fast. Since there’s nowhere more Irish than the west coast, the new “Ireland’s Wild West” campaign is a great way to build visitor numbers up again. It’s always important to invest in local tourism, which is why we recently announced plans for the Wild Atlantic Way.”

Niall Gibbons, chief executive of Tourism Ireland, said: “The new Lufthansa flight from Düsseldorf to Ireland West Airport Knock is really great news, expanding travel options for German holidaymakers who wish to visit the west of Ireland this summer. Tourism Ireland is working closely with Lufthansa, Ireland West Airport Knock and other tourism interests to drive demand for this service, to grow tourism business from Germany. Our promotion with DERTOUR is reminding potential holidaymakers living in or near Düsseldorf how easy it now is to get to the west of Ireland, as well as all the many other great reasons to put the west of Ireland on their holiday ‘wish list’ for 2012.”

Kirsten Donnerstag, Tourism Ireland (left), with Dino Steinkamp, Sabine Gerhard and Claudia Tynek, of DERTOUR, at the launch of the ‘Irlands Wilder Westen’ promotion.


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

Notes to Editors:
• The Western Development Commission (WDC) and regional local authorities are partnering with Fáilte Ireland and Tourism Ireland on establishing the most significant international tourism marketing campaign ever for the western region. Taking place across Germany, France, Italy and England, the campaign aims to capitalise on the new air routes to Ireland West Airport Knock. The promotions are expected to provide a considerable boost to tourism businesses in the west and north west by bringing international tourists directly into the area.
• Announced by Minister of State for Tourism and Sport, Michael Ring T.D., the marketing drive involves extensive promotion of the region in four of Ireland’s most important international tourism markets.


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