Co Down has been highlighted in Tourism Ireland’s new global advertising campaign, Go Where Ireland Takes You, which is being rolled out in all its main markets around the world this year.
The new press ads, which form part of the overall Tourism Ireland global campaign, consist of novel “infinity maps” which feature multiple images or icons from Northern Ireland and around the island of Ireland, offering the potential visitor many compelling reasons to come and holiday here. These images have been created through a special technique using computer-generated imagery, which is based on real photography – and is a “first” for a tourism agency worldwide. They depict landmarks, iconic attractions, castles, activities and scenery - combining historic, cultural and more contemporary aspects of the Northern Ireland holiday experience.
There are currently eight different maps, which illustrate various routes for visitors to take around the island of Ireland. The Belfast to the Giant’s Causeway ad includes Castleward Opera Festival, the St Patrick Centre in Downpatrick and the Mourne Mountains. The Galway to Belfast ad features Downpatrick.
Brian Twomey, Tourism Ireland’s Head of Marketing Communications, said that the island of Ireland as a destination continues to enjoy an extremely positive image overseas but that research had shown the need to animate ‘the character and characters’ of the island, in order to stand out from other destinations. “Our new global advertising campaign is designed to convey a sense of fun and spontaneity and instil the message – there is more to Northern Ireland than just what can be found in a guidebook – some of the most wonderful things can only be stumbled on by chance! These ads form a superb platform to promote the many attractions and things to do in Northern Ireland, including Co Down.”
The maps play with the reader’s sense of perspective and convey texture, depth and topography. As well as these novel print ads, the three-year campaign includes TV, radio and online advertising and will have an estimated annual audience of 200 million potential visitors worldwide.
Clair Balmer/Elaine Moore, Tourism Ireland
Tel: 028 7035 9260 / 07766 527719