Almost 14.4 million GB consumers will also see price-led advertising for the island of Ireland in national and regional newspapers, travel supplements, key lifestyle publications and online. These ads are designed to work within the "Go Where Ireland Takes You" brand campaign and promote travel, accommodation and inclusive holiday offers.
Co-operative advertising with partners:
The sample ads below promoting great value access fares to the island of Ireland.
Radio Advertising:
Almost 7 million GB radio listeners will hear news of the island of Ireland and great value offers in a campaign running until mid October on top commercial stations, Classic FM, Magic and Heart.
Please click here to listen to the radio ads.
Mainland Europe
Short Breaks Campaigns:
Short breaks campaigns with value messages are also running in the seven major European markets, with focus on cities with direct access to the island of Ireland.
eMarketing Campaigns across Europe:
Pan-European campaigns on Expedia.com (market leader in France, Germany and Italy) and Hotels.com will feature a special island of Ireland microsite and promotional pages with travel offers in major markets in September and October - Germany, France, Italy, Sweden, Norway, the Netherlands, Belgium and Spain. 131 hotel and tourist attraction partners across the island of Ireland will also be featured. In addition, 3 million European Expedia and Hotels.com users will receive a newsletter exclusively on autumn breaks and value offers to the island of Ireland.
Here’s an example of this campaign in Germany -
Tourism Ireland “Go” films promotion:
Tourism Ireland’s “Go” films – which have already been viewed by over 500,000 people worldwide – will be emailed to consumers in France and Italy this autumn. Activating the videos will lead consumers to a dedicated page of special offers from industry partners in the relevant region.
Click here to view the "Go films"
North America
eMarketing in the US:
Facebook, Twitter, YouTube and other social networking sites will be employed in the US to spread the “Wish you were there?” message, inviting consumers to insert photographs of themselves and build a virtual holiday album of visits to some of the island of Ireland’s top tourist attractions.
Advertising:
A new suite of price-led advertising has been developed for the autumn marketing drive in North America. It promotes different parts of the island and features special offers from industry partners. Here’s an example of some of the ads:
Co-operative Advertising with Carriers:
Co-operative campaigns with all five leading air carriers will also promote the value message in key US gateways, highlighting great fares alongside partner packages and holiday offers.
There are a number of initiatives taking place in New & Developing Markets throughout Autumn, highlights include:
• Cooperative Marketing is planned this autumn with top tour operators and carriers:
In Australia, cooperative marketing is under way with a range of partners including Virgin and Guinness while a joint print and TV advertising campaign is planned with Flight Centre. Cooperative marketing will also take place in India with partners including Cosmos, Globus, DUI and Cox and Kings; in China with Air China and HuaYuan Travel and in Japan with TripAdviser.
• Eleven island of Ireland industry partners are participating in the early September India mission to Mumbai, Bangalore and Dehli in conjunction with Visit Britain. Relevant country club members are also participating in the Business Tourism promotion, CIBTM, in Beijing and at the JATA World Travel Fair in Tokyo.
• Also in India, media promotions are under way with Star News TV, while Bollywood star, Katrina Kaif, will feature on the cover of Harper’s Bazaar promoting a 6-page feature on the island of Ireland.
• Japan’s most influential study abroad magazine, Anokuni, will feature 8 pages on the island of Ireland in October.
