The breathtaking scenery of the Giant’s Causeway, Ballintoy and Dunluce Castle and the charm and character of the Bushmills Inn will all feature in Tourism Ireland’s new global advertising campaign in 2009. The three-year, £34 million campaign is being produced by advertising agency JWT and the Causeway Coast section of the shoot is taking place this week. The campaign, which will be rolled out across the globe from early 2009, will have an estimated audience reach of 200 million people each year worldwide.
The focus of the new campaign will be the ‘character and characters’ of the island of Ireland, celebrating not just what the island of Ireland has to offer, but also the people who make it such a unique tourist destination.
The suite of three TV commercials is being shot by director Kevin Thomas, whose portfolio includes work for Sony Playstation as well as the launch campaign for Virgin TV starring Uma Thurman.
Speaking at the shoot in Ballintoy, Brian Twomey, Tourism Ireland’s Head of Marketing Communications, said: “The concept for the new campaign – the island of Character and Characters – came from the findings of a major review of the island of Ireland brand, carried out last year. The review confirmed yet again that ‘People and Place’ remain the primary differentiators over other destinations, when it comes to visitors choosing the island of Ireland as a holiday destination.”
For further information:
Elaine Moore/Clair Balmer, Tourism Ireland, tel: 028 7035 9260/
Sonya Cassidy, Weber Shandwick, tel: 028 9034 7300/ 07770 886949