The spotlight is on Dublin as filming for the second phase of Tourism Ireland’s global advertising campaign, Jump into Ireland, kicks off in the city today. Filming for the campaign is also taking place this week at other locations around the island – including at the Cliffs of Moher and Lahinch Golf Club in Co Clare and in the walled city of Derry.
The new three-year global advertising campaign – comprising TV, radio, print and online advertising – has already been rolled out successfully across all Tourism Ireland’s main overseas markets in early 2012. The campaign will reach an estimated annual audience of 200 million potential visitors.
Filming took place today at the 18th century Powerscourt Townhouse Centre in Dublin’s city centre. Other locations which feature in the Dublin TV ad include the Ha’penny Bridge, the Grand Canal and the statue of Patrick Kavanagh, as well as Sweney’s Pharmacy on Lincoln Place (which features in James Joyce’s Ulysses), showcasing Dublin as a fantastic city break destination and as a cultural and literary mecca.
Mark Henry, Tourism Ireland’s director of central marketing, said: “People want a holiday full of unique experiences. In our Jump into Ireland campaign, we are placing particular focus on the iconic experiences that visitors can enjoy here – from experiencing Dublin as a great cultural city break, to seeing the spectacular Cliffs of Moher, to delving into the rich history of the walled city of Derry. Our research tells us that this campaign truly sets the island of Ireland apart from its competitors, helping to deliver growth in visitor numbers in 2012 and in the coming years.”
Research conducted by Tourism Ireland in our major tourism markets – including Great Britain, the USA, France and Germany – shows that while Ireland ranks high among the top ten European destinations that people from those countries would like to visit, the main challenge lies in differentiating Ireland from its competitors, giving them a sufficiently compelling reason to come and visit now. Tourism Ireland is highlighting the distinctiveness of a holiday here in its Jump into Ireland campaign, through compelling imagery focusing on the many iconic experiences people can enjoy on a holiday here. Other iconic tourist spots which feature in the TV ad campaign include Belfast, with a particular focus on the city’s links with Titanic, the Giant’s Causeway, Connemara, Dingle, the Ring of Kerry and the Rock of Cashel.
Phase two of the TV ads is being shot by BAFTA-nominated short film director Samuel Abrahams. Director of photography on the shoot is Belfast-born Baz Irvine who has been involved in previous high profile ad campaigns for the likes of Nike, Ikea and Heineken. Baz shot Six Shooter (directed by Martin McDonagh) which won an Oscar for Best Short Film in 2006.
Juggler Johnny Phelan (front) with Brian Twomey and Mark Henry, both Tourism Ireland, director Samuel Abrahams and director of photography Baz Irvine, during filming for the second phase of Tourism Ireland’s global advertising campaign, Jump into Ireland, in the Powerscourt Townhouse Centre in Dublin.
Further media information:
Sinéad Grace, Tourism Ireland
Tel: 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.
• In 2011, approximately 7.3 million overseas visitors came to the island of Ireland (+4% on 2010), delivering revenue of approximately €3.4 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 14 different languages covering every continent. In 2011, discoverireland.com attracted almost 12 million unique visitors.