A global publicity spotlight is shining on the island of Ireland this week, as a ten-day Ireland Festival kicks off at the Tourism Ireland pavilion in Boston – the last stop before the Volvo Ocean Race hits Galway.
The inclusion of Galway as a stopover in the prestigious Volvo Ocean Race has been a unique and welcome marketing platform for Tourism Ireland, the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination. The nine-month Volvo Ocean Race attracts huge publicity around the world and takes in two of Ireland’s key source markets, the US and Mainland Europe, and for the first time visited ports in Asia which represents significant new business potential for Irish tourism in the longer term. Paul O’Toole, Chief Executive of Tourism Ireland, said: “This prestigious sporting event provides a unique platform to put Galway and the island of Ireland in the spotlight, showcasing all we have to offer as a versatile and high quality holiday destination to a potential television audience of 1.8 billion people.
“This week, in the run-up to the Boston to Galway leg of the Volvo Ocean Race, we are transforming Boston Pier into a showcase for the island of Ireland - alive with Irish music, song, dance and storytelling. Good Food Ireland will showcase the very best of Irish food with demonstrations and tastings available throughout the week. The Irish Pavilion, hosted by Tourism Ireland, will ensure that the famous Irish hospitality and sense of ‘craic’ will be conveyed to thousands of visitors to the Tourism Ireland Waterfront Festival, during the week-long event. Boston is a key gateway to Ireland so this is a unique opportunity to set out our stall in this important market”.
The Boston event marks the high point of Tourism Ireland’s extensive marketing and publicity programme overseas, highlighting the Galway stopover. Galway and the island of Ireland have been strongly represented at the major stopover ports including Alicante (Spain), Cape Town (South Africa) and Qingdao (China) where the best of Irish culture, music and food has been showcased. And Tourism Ireland will also capitalise on the Volvo Race stopover in Galway to showcase the event and the West of Ireland to a group of influential travel and lifestyle journalists from around the world.
Sinéad Grace, Tourism Ireland tel: 01 476 3493/ 087 685 9027
Notes to Editors:
• Tourism Ireland’s marketing programme in the US for the Volvo Ocean Race includes:
- advertising special offers in the Boston Globe and other newspapers and in the Volvo Ocean Race programme
- a 15-page Galway and gourmet supplement, encouraging the Boston Irish community and others to visit
- CBS Radio sweepstakes reaching over 1.3 million listeners, with competitions to win trips to the island of Ireland
• In Great Britain, the promotional campaign is targeting the sailing community with great offers for travel:
- advertising and advertorial to over 80,000 sailing enthusiasts through online newsletters and websites
- competitions to win trips to Galway and the West
- a posters campaign in 1,500 prominent sailing clubs
• Over 60 overseas media have visited Galway and the Western seaboard in the run up to the race.
• Travel and lifestyle media and Business Tourism contacts from overseas markets will attend the Galway stopover and will also have an opportunity to explore other parts of the island.
• Consumers, trade and media were targeted at stopovers in Alicante, Cape Town and Quindao (China) with huge local publicity resulting and Stockholm has yet to come.