3.5 Million Germans hear about Wicklow on popular radio station

16 Feb 2009

Fifty lucky Germans flew to Ireland on Friday, to enjoy their prize of a weekend break in Wicklow and Dublin.  Earlier this year, Tourism Ireland in Germany carried out an extensive promotion on the radio station SWR3, offering listeners the chance to win a fantastic weekend break to Ireland.

SWR3 is a very popular radio station in South West Germany, with approximately 3.5 million listeners.  Live reports of the winners’ experiences here were broadcast all over the weekend, describing the various locations they visited and the people they met along the way.  German radio audiences heard about their day touring Co Wicklow as they enjoyed lunch in Avoca as well as a cookery lesson with Catherine Fulvio at Ballyknocken Cookery School near Ashford.  In Dublin, they enjoyed a Viking Splash Tour and stopped off to pull a pint at the Guinness Storehouse. 

The response to this promotion was particularly good, as members of rock band Reamonn accompanied the winners to Ireland.  The band is hugely popular in Germany and has had several number one singles and albums.  Lead singer Rea Garvey is Irish while the rest of the band members are German.  One of the highlights of the weekend was a live performance by Reamonn in the Brazen Head pub.

Siobhán McManamy, Tourism Ireland Germany, said: “With approximately 3.5 million listeners, this promotion on SWR3 is an excellent way for us to reach a wide audience of potential holidaymakers in Germany, reminding them about the variety of things to do on a weekend break to Ireland, the exceptional beauty of our country and, of course, the friendliness of the people here. 

“Tourism Ireland has a huge range of promotional initiatives under way in Germany this year, to promote short breaks and longer stay holidays throughout the island of Ireland.  The German market is an extremely important market for tourism to Ireland, delivering approximately 464,000 visitors in 2007”.

This trip was organised in conjunction with Fáilte Ireland.


Further information:
Sinéad Grace, Tourism Ireland, tel: 01 476 3493/ 087 685 9027


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