2014 Marketing drive under way
Tourism Ireland's 2014 marketing drive got under way in key markets overseas in the final weeks of last year and over the Christmas/New Year holidays.
Here are a few examples of advertising that has been running in our overseas markets.
Island of Ireland advertising has run in cinemas and on TV in Germany. In the United States, it aired on digital TV channels like CBS, NBC, ABC and on top news, travel and lifestyle websites. It ran in French cinemas during December and will air on French TV next month.
France Cinema/TV Ads
Germany Cinema/TV Ads
US TV Ad
Print/Online Advertising in Great Britain
Print and online advertising has also reached millions of potential visitors in the GB market over the Christmas/New Year holidays through special advertising partnerships with the Telegraph and the Radio Times. These have been aimed at the ‘Culturally Curious’ visitor segment and campaigns targeting ‘Social Energisers’ will be rolling out shortly.
Sample visuals from the Wild Atlantic Way campaign running in the Telegraph, Great Britain:
Radio Advertising in Great Britain
Co-op radio campaigns are running on top radio stations targeting key segments in Great Britain.
Click on the link below to hear our radio ad running in conjunction with Aer Lingus, promoting routes to Belfast, Dublin, Shannon and Knock, and focusing on target segments in the London, Manchester and Birmingham regions.
Digital Advertising in Germany
Sample digital ads from the Causeway Coast Route campaign in Germany:
Golf champion Graeme McDowell stopped by the Tourism Ireland stand at the PGA Golf Show in Orlando and he was interviewed by Matt Adams for the hugely popular Golf Channel. He told viewers around the United States that the island of Ireland “has so much to offer” including “hospitality, great sights and sounds and amazing golf”. Click on the video below to see the interview:
Ireland's Tourism Ambassador Commander Chris Hadfield
Canadian Astronaut and Space Station Commander Chris Hadfield toured the North-West in January as a guest of Tourism Ireland. Throughout his tour he promoted Ireland to his 1m+ followers on social media and attracted worldwide media attention.
Cooperative Advertising in North America
Coop ads are running in conjunction with Aer Lingus in Canada promoting their direct flights from Toronto. See sample ads below:
Co-operative Promotions with trade partners in Great Britain
Print Promotions in Australia and Developing Markets
Visuals from the Causeway Coastal Route and Wild Atlantic Way promotions running in Australia and Developing Markets:
Overseas Consumer and Trade Promotions
Industry colleagues joined Tourism Ireland at Celtic Connections, Scotland’s premier winter music festival and celebration of Celtic music, which took place in Glasgow in January.
Angling specialists and tourism operators from Ireland travelled to Germany, to join Tourism Ireland for Angeln, a specialist angling fair in Duisburg, in the Rhine-Ruhr region of western Germany, and to Stuttgart for this year’s CMT (Caravan, Motor & Tourism) fair.
Ten tourism enterprises from around the island of Ireland travelled to London in January to join Tourism Ireland for ‘Excursions’, an annual group travel show which attracts about 1,000 influential coach and group tour operators from around Great Britain.
Pictured below are Barry Flanagan, Upper Lough Erne Region (and representing Fermanagh Lakeland Tourism) and Esther Verbueken, Irish Welcome Tours who joined Tourism Ireland for Vakantiebeurs 2014, the largest travel fair in the Netherlands.
More than 80 top French conference and meeting planners came together to attend Tourism Ireland's networking event ‘Meet in Ireland’ in Paris. The event provided a valuable opportunity for Tourism Ireland and 18 partners from the island of Ireland – including hotels, venues, PCOs (professional conference organisers), convention bureaux and Aer Lingus – to showcase their product and to communicate what is unique about Ireland as a conference and business tourism destination.
Overseas Tour Operators Visit Ireland
As the BRIC (Brazil, Russia, India, China) countries become increasingly important for overseas tourism, Tourism Ireland, in conjunction with UK inbound tour operator Camelot Tours, was delighted to welcome leading Russian tour operators to Northern Ireland and the South West in January.