Tourism Ireland Campaign Gets Social … with Fans and Followers in GB and Mainland Europe Set to Rock Bushmills Live 2013!

07 Jun 2013

Tourism Ireland has teamed up with Bushmills for a brand new promotion, targeting almost 1,000,000 people across Great Britain and Mainland Europe with the chance to win a VIP trip to the exclusive Bushmills Live 2013 festival, which will be headlined by internationally acclaimed Icelandic band, Of Monsters and Men. The overall objective of the initiative is to highlight the spectacular Causeway Coast and Northern Ireland among potential GB and European holidaymakers.

Social media activity in our key tourism markets of Great Britain, Germany, France, the Netherlands and the Nordic region is targeting almost 500,000 people – or potential holidaymakers – on Facebook and Twitter. Music fans are also being targeted through various blogs. As well as social media activity, a specially-created page on Tourism Ireland’s website,, is highlighting the Causeway Coast and Northern Ireland, encouraging holidaymakers and music fans to visit, with plenty of suggestions and ideas for things to do and see. And email marketing has also reached an additional 450,000 people across Europe.

Only 500 tickets were made available globally for Bushmills Live, the only indie music festival in the world to take place in a whiskey distillery. The event, and some of the highly sought-after tickets, are being used by Tourism Ireland as a ‘hook’ to highlight the Causeway Coast and Northern Ireland. The lucky winners will have the chance to sample some of what Northern Ireland has to offer and will attend Bushmills Live on 20 June.

Commenting on the campaign, Simon Gregory, Tourism Ireland’s director of markets, said: “This renowned, yet intimate, music festival is perfect for showcasing Northern Ireland as a fun, vibrant and modern place to visit – both in terms of its rich history of music and its unique heritage and tradition of whiskey-making, which is a particular draw in tourism markets like Germany and the Nordic region. Promotions like this are specifically designed to appeal to one of our new target audiences in GB and Europe – younger travellers looking for a new and exciting destination with a great vibe.”


Further media information:
Elaine Moore/Clair Balmer, Tourism Ireland
Tel: 07766 527719

Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
• Tourism is responsible for in excess of 4.9% of GDP in Northern Ireland and supports approximately 40,000 jobs.
• In 2011, 1.5 million overseas visitors came to Northern Ireland, delivering revenue of £368 million.
• Tourism Ireland’s international website is, which is rolling out in 11 different language versions for 30+ markets around the world this year.



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