Tourism Ireland kicks off its promotional drive for 2014 in the all-important United States market this week – with an extensive, week-long national TV campaign which will be seen by millions of potential American holidaymakers.
Beginning on Christmas Day and continuing through New Year’s Eve, the Ireland ads will run on national cable channels, including National Geographic and Ovation, as well as on local television networks in New York, Boston and Chicago – all important cities for Irish tourism. The campaign includes a brand new, 30-second ad for the spectacular Wild Atlantic Way – which will air for the first time ever during the Michael Buble Christmas Special, on Christmas night; it will also air during other premium programmes with large audiences over the holiday period, including various New Year’s Eve countdown programmes.
The total spend on the week-long campaign is US$820,000. It heralds the start of a busy promotional drive for Tourism Ireland in the United States next year, to build on the growth in American visitors in 2013.
Niall Gibbons, Tourism Ireland’s CEO, said: “2013 has been a record year for American visitors to Ireland – even surpassing our previous best year of 2007. This year, Ireland welcomed over one million Americans, spending US$1 billion. We aim to build on this success in 2014. We will continue to implement our strategy – Make Ireland Jump Out – targeting new audiences with strong potential for growth through a very extensive programme of promotions.
“Factors which augur well for 2014 include a +8% increase in airline seats from the US for the peak summer months, including a new, year-round flight from San Francisco. And in August, we will welcome thousands of American football fans for the Croke Park Classic – when the University of Central Florida takes on Penn State University for their 2014 season opener. It promises to be another great sporting event and follows the enormously successful Notre Dame v Navy Emerald Isle Classic in 2012.”
Tourism Ireland’s promotional drive continues in the new year – with Ireland ads airing on PBS (Public Broadcasting Service) around the fourth series of the hugely popular Downton Abbey, which begins on 5 January. New online ads will also run on key American websites from mid-January.
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.
• By the end of 2013, an estimated 8 million overseas visitors will have come to the island of Ireland, delivering revenue of approximately €3.64 billion. Overseas tourism business accounts for 59% of all tourism revenue.
• Tourism Ireland’s international website is www.ireland.com, currently rolling out in 11 different language versions for over 30 individual markets around the world.