Extensive first half Campaign drives Tourism for the peak - Europe
Some highlights of the campaign across our European markets:
- Almost 29 million potential German and French holidaymakers will see advertising for the island of Ireland
- A further 5 million people across Europe will see co-operative ads with Aer Lingus
- Over 1 million Europeans have encountered the island of Ireland at top travel fairs this spring
- 1.2 million Europeans will receive good value offers each month from Tourism Ireland and industry partners.
First half advertising blitz
Almost 29 million viewers will see Tourism Ireland’s ‘Jump into Ireland’ TV advertising. The ads are on seven national stations in Germany including RTL, Pro7, Sat1 and n-TV. The campaign there also incorporates a cinema, radio and online advertising drive.
Co-operative advertising is also under way around Europe in conjunction with leading air and sea carriers. For example, 5 million readers in cities will see advertising for Aer Lingus services to the island of Ireland. A campaign in co-operation with Irish Ferries ran in national German newspapers like Frankfurter Allgemeine Zeitung. A print and online campaign also took place with Ryanair in March.
Tourism Ireland is working closely with leading online travel agencies Odigeo and Expedia this spring. And advertising campaigns are also running in March and April in Spain, Italy and Northern Europe.
A pan-European campaign promoted the opening of Titanic Belfast with Facebook promotions, online direct marketing activity and live blogging by top European bloggers. Tourism Ireland is also supporting a Titanic exhibition in Frankfurt museum which focuses on communications and the last telegrams sent from the Titanic.
Targeting 5M+ French football fans
Over 5 million French football fans will see island of Ireland holiday ads this spring when they tune in to watch the home games of top French football club Olympique Lyonnais (OL). Highly visible sideline ads will urge French consumers to ‘vibrez au rythme de l’Irlande’ (part of Tourism Ireland’s new ‘Jump into Ireland’ campaign) until the end of the football season in May.
More than one million potential holidaymakers around Europe have had the opportunity to find out about the island of Ireland at top travel fairs this spring. Tourism Ireland and industry partners, mounted a significant presence at nine top consumer and trade holiday shows in five countries including ITB in Berlin, the largest travel show in the world, BIT in Milan, FITUR in Madrid and MAP in Paris.
Tourism Ireland’s online training programme will target over 2,500 travel agents across Europe this year with online training modules to help them sell the island of Ireland more authoritatively.
Email marketing will reach about 1.2 million potential holidaymakers around Mainland Europe each month during 2012.
Tourism Ireland engages with almost 200,000 Facebook fans across Mainland Europe on a daily basis bringing positive, friendly messages and getting them talking about the great things to do and see here.
St Patrick's Greenings
This year Tourism Ireland arranged for the Leaning Tower of Pisa, the Prince’s Palace of Monaco, the Cibeles fountain in Madrid, the TV Tower in Berlin, the ‘Lighthouse’ in Düsseldorf, City Hall in Brussels, the Burgtheater in Vienna, Hötorgsskraporna in Stockholm and the Municipal Stadium in Poznań, Poland – where the Irish team will play during Euro 2012 – and the Palace of Culture and Science in Warsaw, to go ‘green.’ In Spain, an entire town on the Costa Blanca, called Moraira, went ‘green’ and, thanks to Irish student Ben Finnegan, so did the Town Hall in the Plaza Mayor in Salamanca.
St Patrick’s Day was celebrated across Europe with extensive promotional activity around 17 March, particularly in two of our ‘top four’ markets, Germany and France.