As they celebrated their victory in Race 3, the South Atlantic leg of the Clipper 09-10 Round the World Yacht Race, the crew of Cork joined with Tourism Ireland in Cape Town last week, to help promote the island of Ireland as a top holiday destination.
This was also another welcome opportunity for Tourism Ireland to capitalise on Cork’s recent designation by Lonely Planet as one of the “top ten places in the world to visit in 2010”.
Following on from the success of this year’s Volvo Ocean Race, the Clipper 09-10 Round the World Yacht Race is another excellent marketing platform overseas for Tourism Ireland. The organisation has a range of promotional initiatives in the pipeline for the coming months, to showcase Kinsale and Co Cork and to fully capitalise on the stopover of the Clipper race next July in Kinsale.
The Cork team, led by skipper Richie Fearon, were guests of honour at an event hosted by Irish Ambassador Colin Wrafter, which was attended by top South African tour operators and travel media contacts. Sir Robin Knox Johnston, founder of the Clipper Race, was also present.
Tourism Ireland’s marketing activity in South Africa included a special Ireland promotion which ran all last week on popular radio station Cape Talk and was heard by almost 150,000 people. The promotion featured a competition for listeners to win a fantastic trip to Cork in July of next year, in time for all the Clipper festivities. Tourism Ireland also arranged for high profile South African presenter Nancy Richards to interview two of the Cork crew members – Orla Mellett and Noreen Osbourne – on SAFM, a radio station which reaches about 86,000 South African listeners.
Jim Paul, Tourism Ireland’s Head of New & Developing Markets, said: “The Clipper Yacht Race provides a fantastic platform to put Kinsale, Co Cork and the island of Ireland in the spotlight, showcasing all we have to offer as a versatile and high quality holiday destination to a huge audience around the world. The Cape Town stopover is certainly a great opportunity for Tourism Ireland to set out our stall in the South African market.”
The team of Cork, led by skipper Richie Fearon, were guests of honour at an event hosted by Irish Ambassador Colin Wrafter and his wife Aisling de Burca (centre) in Cape Town; also in attendance was Amita Bhana, Tourism Ireland South Africa.
Sinéad Grace, Tourism Ireland
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