Starring Role for Wicklow in Global Ad Campaign

01 May 2009

Wicklow 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 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 island of Ireland holiday experience. 

There are currently eight different maps, which illustrate various routes for visitors to take around the island of Ireland.  The Waterford to Dundalk ad includes Glendalough and Mount Usher Gardens.  Mount Usher also features in the Kenmare to Wexford ad and Glendalough is included in the Shannon to Dublin ad.

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 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 on the island of Ireland, including Wicklow.”

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. 


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





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