Tourism Ireland Ad One of Top 20 Most Recalled Ads in Great Britain
14 September 2006. Tourism Ireland"s television ad campaign, currently running on TV stations across Great Britain, has been listed in Marketing Magazine"s Adwatch column as one of the top 20 most recalled ads by British TV viewers. The 30 second Tourism Ireland TV ads encourage viewers to "Discover Your Very Own Ireland" as well as highlighting Ireland as home to the 2006 Ryder Cup. The ad campaign reflects the core strengths of the island of Ireland; beautiful scenery, the warmth of the people, the living and historic culture as well as providing information about what a holiday in Ireland could involve. The advertising campaign aims to bring to life, in a warm and humorous fashion, the wide range of holiday choices and activities just waiting to be discovered in Ireland and have been aired on stations including SKY, Discovery, Lifestyle, E4 and Channel 5.
Brian Twomey, Head of Marketing Communications, Tourism Ireland said, "We"re delighted to have made it into the top twenty poll. It"s a really positive sign that our ads are achieving cut-through and feature alongside such well-established brands, and well-resourced campaigns, as L"Oreal, McDonalds and Coca-Cola. Great Britain is the largest and most important market for tourism to the island of Ireland and we are aiming to attract 5 million visitors from there in 2006. It is obviously a great boost that our message is being communicated so memorably. Interestingly a majority of the people surveyed recalled the ads as "Discover Ireland" which highlights that our core message and branding is resonating with this key audience."
Marketing magazine"s omnibus survey is carried out twice weekly among 1000 adults aged 16-64 who are asked "Which of the following TV commercials do you remember seeing recently?" from a list of up to 40 TV ads which, aside from those already mentioned, included such household names as KFC, Barclays and Orange, The research was conducted between 1st and 4th September by TNS as part of its twice weekly omnibus.
Tourism Ireland also recently picked up the prestigious ATLAS Award for Best Branding for an International Destination for 2006 presented by the Association of Travel Marketing Executives in the US.
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FOR FURTHER INFORMATION:
Tourism Ireland: Fiona Scott: 01-476-3429