8 Million Americans See Dublin Live on St Patrick’s Day

10 Mar 2009

Eight million viewers of the top US morning TV programme, the Today Show, will tune in live to Dublin over the St Patrick’s holiday - courtesy of Tourism Ireland in New York and the St Patrick’s Festival in Dublin. 

The coast to coast broadcast is a huge coup for Ireland, the St Patrick’s Festival and for the tourism industry here.  It will highlight the culture and heritage around the island of Ireland, the range of things to see and do for an American visitor, as well as interviews with local characters and Irish celebrities.

Paul O’Toole, Chief Executive of Tourism Ireland, said:  “This live broadcast on the Today Show is a fantastic opportunity to convey our message about the wonderful tourism product around the island of Ireland to a huge audience across the US.

“The US is a key market for tourism to the island of Ireland and we have a very strong and comprehensive promotional programme under way there for 2009.  It is absolutely essential that we convey the message that there has never been a better time for Americans to visit the island of Ireland.”

Donal Shiels, Chief Executive of the St Patrick’s Festival, said:  “We are delighted that NBC’s Today Show will be broadcasting from this year’s St Patrick’s Festival – the festival promotes the island of Ireland as a destination on an international stage and to have one of the most watched shows in the US broadcast live from the parade on March 17th is a real coup”.

He continued: “This type of exposure can provide a fantastic boost to tourism and the profile of Ireland as a destination in a key target market.”   

The Today Show’s “Where in the World is Matt Lauer” broadcast from Shannon and the West of Ireland in May 2007 to an audience of over 7 million viewers and prominent airlines logged record bookings on the day after the broadcast.


Further information:
Sinéad Grace, Tourism Ireland  t:  01 476 3493/ 087 685 9027
                                                         e: sgrace@tourismireland.com



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