Tourism Ireland Launches Search for Local Movie Stars

13 Jan 2009

Opportunity to star in online promotional movies of Ireland to be screened across the world

Tourism Ireland has launched a nationwide search for a number of individuals or couples to star in a series of short online movies to help market the island of Ireland overseas and attract more visitors in 2009 and beyond.

Tourism Ireland is looking to recruit people whose infectious enthusiasm for their favourite part of Ireland, whether iconic location or best kept secret, can help promote the destination to potential visitors across the world.

"Visitors repeatedly tell us that what distinguishes the island of Ireland from other destinations - what sets us apart from our competitors - is our people and our scenery.  This was confirmed in the recent wide-ranging review of the island of Ireland brand", said Laughlin Rigby, eMarketing Manager, Tourism Ireland.

"The movies will complement our new three-year global advertising campaign 'Go Where Ireland Takes You'.  The new campaign has been designed to capture the spontaneity and fun of holidaying here and to show that some of the most wonderful and memorable experiences you are likely to have here will be stumbled on by chance!", he added.

The producers of the online movies, Keo Films, the makers of Channel 4's River Cottage series, will carry out the initial casting stage over the next couple of weeks.  Those interested in taking part are invited to email ireland@keofilms.com or to call Freefone 1800 932 916 (calls are free from landlines) and give details of their favourite place and say why they should be selected to feature in one of the movies.  A shortlist will then be compiled and shortlisted respondents will be invited to participate in a series of auditions at a number of locations across the island. 

The online movies will feature on Tourism Ireland's international suite of 41 websites www.discoverireland.com, which covers every continent, and will be translated into five languages.  Last year the websites attracted a record 10.3 million unique visitors, a massive +53% increase in visits over 2007, illustrating the powerful influence of the internet on consumer holiday planning.

"Customers are not just searching for the lowest fare any more; they are seeking information and recommendations on the perfect holiday experience - where to go, what to see and do and where to eat", said Rigby.  "This new online movie series is aimed at providing an added dimension of information on the many attractions we have to offer in a novel and entertaining way.  In addition to featuring on Tourism Ireland's global website, the movies will also feature on online video channels and on social networking sites such as Youtube, Facebook and WAYN.com.

Tourism Ireland is investing €47 million in its global promotion of the island of Ireland in 2009.  "In the face of continuing weakening global economies, 2009 will be a very challenging year for Irish tourism", said Rigby.  "However, while the outlook may appear tough, it is important to recognise that many people around the world will still want to take holidays.  Tourism Ireland will be working to ensure that the island of Ireland gets its fair share of that business.  Irish tourism has always punched above its weight when faced with major challenges in the past", he added. 


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Further information:
Sinéad Grace, Tourism Ireland  tel: 01 476 3493/ 087 685 9027
Mary McCarthy, Weber Shandwick  tel: 01 676 0168/ 086 256 8429

 

 

 

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