In the run-up to next weekend’s highly anticipated World Cup play-off between the Republic of Ireland and France in Croke Park, Tourism Ireland in Paris, working together with Dublin Tourism, is pulling out all the stops this week to capitalise on the high profile sporting event, to highlight the island of Ireland as a fantastic holiday destination.
With huge exposure and ‘hype’ about Ireland through the media in France this week, the match provides Tourism Ireland with a fantastic opportunity to highlight the island of Ireland as a wonderful holiday destination for the French, as well as a top location for sporting events.
Over 5 million people will hear a special Ireland promotion every day this week on one of the largest radio stations in France, Europe1. Well-known French radio personalities are highlighting the promotion, which features a competition for listeners to win a fantastic trip to Dublin for the match. Listeners are encouraged to visit Tourism Ireland’s website – www.discoverireland.com – to find out more about holidaying in Ireland. ‘New’ media, including sms (text) marketing and social networking website Facebook, are also being used as part of the overall campaign.
Ads are running in popular French newspapers this week, such as L’Équipe, Le Parisien-Aujourd’hui and Direct Soir, which have a combined circulation of over 3 million readers. Other promotional activity to spread the good news about Ireland includes extensive online advertising on leading sports and news websites in France.
Niall Gibbons, Chief Executive of Tourism Ireland, said: “The match next weekend is an excellent opportunity for us to raise the profile of Ireland in France and we have put a busy promotional programme in place this week, to capitalise on the wonderful exposure. It is a great ‘hook’ to deliver the message that there has never been a better time for French people to visit the island of Ireland.
“France is an important market for tourism to the island of Ireland, last year delivering 423,000 visitors and although 2009 has been an extremely difficult year for overseas tourism, I am pleased to report that the French market is ‘bucking the trend’ somewhat, with visitor numbers slightly ahead of last year.”
Frank Magee, Chief Executive of Dublin Tourism, said: “We’re delighted to welcome the French supporters to Dublin this weekend. International events like this create a great buzz in the city and really help to raise Dublin’s profile around the world. Irish supporters who travel internationally in support of the team are fantastic ambassadors. Ireland’s success in World Cup 1990 is often credited with kick-starting the Celtic Tiger boom in Ireland’s economy. If we can beat the French and make it to South Africa, it will really lift the nation’s spirit and might be just the thing to boost the economy!”
Sinéad Grace, Tourism Ireland
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