North America

North America contributed over 1.1M visitors to the island of Ireland in 2007, an increase of 2.5% on a strong performance in 2006. Visitors from the North American markets are particularly important because of their length of stay and higher spend profile. They continue to deliver a greater proportion of revenue than other markets, with spend in 2007 of €873M/£602M.

SPRING CAMPAIGN IN NORTH AMERICA

Ireland - Can you Afford Not to Go?

Ireland - Can you Afford Not to Go? Newspaper Ad
Newspaper Ad - example of one of the full colour newspaper ads placed in 8 DMA gateway cities in US – LA, San Francisco, Chicago, Boston, New York, Philadelphia, Atlanta, Washington DC. There are 2 different versions of the ad featuring 30 partner offers. The affordability print campaign ran in March and April.
Affordability Online
Online Ad - example of tactical online ad – display ads are appearing on key travel, news and lifestyle sites such as nytimes.com, wpni.com, shermanstravel.com, virtualtourist.com, luxurylink.com, travelandleisure.com, fodors.com, concierge.com, epicurious.com. Ads are directing to custom partner landing pages. The campaign is running from March to end May.
Affordability Online
Online Ad - example of partnership online ad featuring Sceptre Tour offer.

Discover Ireland's Wonderful West

Discover Ireland's Wonderful West Newspaper Ad
Newspaper Ad - example of full colour newspaper ad placed in major DMAs in the US. Media used – Atlanta Journal, Boston Globe, Philadelphia Enquirer, NY Times, Chicago Tribune. The affordability newspaper campaign ran in April.
Discover Ireland's Wonderful West Magazine Ad
Magazine Ad - example of full colour, full page magazine ad which appeared in the May issue of Budget Travel magazine, highlighting what to do and se in the region. This ad also appeared in the March/April issue of Irish Connections along with a 24 page full feature supplement on Discover Ireland's Wonderful West.
Discover Ireland's Wonderful West DM piece
Direct Mail piece - a 4 page full colour highly impactful DM piece distributed in key gateway cities of Atlanta, Boston, Chicago, New York and Philadelphia. Localized version per city to highlight Shannon route - distribution of 200K per city.
Download this PDF file
Discover Ireland's Wonderful West Online Ad
Online Ad - example of display ad appearing on key news, luxury travel and travel sites such as luxurylink.com, shermanstravel.com, nytimes.com. These ads are consistent with other components of campaign. Ads directing to a custom microsite – www.discoverireland.com/westcoast. The campaign is running from April to end May.
Discover Ireland's Wonderful West Online Ad
Online Ad - online ad featuring price offer. Ads directing to a custom microsite – www.discoverireland.com/westcoast. The campaign is running from April to end May.

Partner Programme

Partner Program brochure
Partnership Programme - 36 page full colour brochure showing Spring partner offers.
Download this PDF file

Air Transat Inflight Campaign

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Air Transat Inflight TV Ad example of 30” inflight pre movie TV ad running on all Air Transat flights from April to June. 
Air Transat Inflight sweepstake
Sweepstake - example of full page full colour Ireland content ad appearing in Atmosphere, Air Transat’s inflight magazine

Golf & Luxury Initiatives

Amex Gold DM piece
American Express Gold Direct Mail piece - example of full colour DM piece distributed to American Express gold cardholder database of 150,000.
Virtuoso DM piece
Virtuoso Direct Mail piece - example of full colour DM piece distributed to Virtuoso agent client databases.
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Golf Partner Program brochure
Golf Partner Programme - specific golf brochure highlighting Spring partner golf offers.
Download this PDF file
Golf Ad
Golf Brand Ad - example of new golf brand ad which has featured in Golf Digest, Golf Magazine, Links Magazine and Travel & Leisure Golf