Europe - St Patrick's Campaign 2011

St. Patrick’s Day parade and consumer street party:  25,000 consumers attended the St Patrick's Day parade in Munich and learned more about holidays on the island of Ireland.  Tourism Ireland joined forces with Aer Lingus, Guinness and the German Irish Association Bayern (GIAB) for the parade.

Selling the Ireland message at ITB Berlin:  Industry partners from around the island of Ireland joined Tourism Ireland at ITB, the largest travel show in the world; 120 influential German travel writers attended our annual media event during the show.
HR1 Radio Promotion:  2.5 million tuned in to our island of Ireland promotion on popular German radio station HR1, in the run-up to St Patrick’s Day.  A competition offered listeners the chance to experience St Patrick’s Day in Dublin.

Moulin Vert - One of Paris’s most iconic attractions – the Moulin Rouge – became the ‘Moulin Vert’ to mark St Patrick’s Day.
Fabulous food - Tourism Ireland joined forces with Bord Bia to promote food and culinary excellence on St Patrick’s Day. Liveried ‘demo’ bicycles in La Défense (the major commercial district of Paris) promoted food and holidays, and culinary blogger Donal Skehan was on hand to provide some cookery demos.


Promoting Ireland at MAP - Simon Coveney, Minister for Agriculture, Marine and Food (sixth from right) joined tourism industry partners and Tourism Ireland's Billy Condon (right) at MAP - Monde à Paris – one of France’s biggest travel shows.



The Puerta de Alcala in Madrid went green - creating a lot of media interest, including a live broadcast by a local news channel from the monument. 


Showcasing culinary Ireland online - In Italy, France, Germany, the Netherlands, Sweden and Spain, Tourism Ireland joined forces with Bord Bia to showcase ‘culinary Ireland’ through a new online game called "St Patrick’s Cooking Challenge", targeting a younger European audience of up to 70,000 players in France alone.   



'Flashmob' in Stockholm - A group of Irish dancers brought a smile to the faces of Swedish commuters when Tourism Ireland in Sweden staged an Irish dancing “flashmob” at Stockholm’s Central Station on St Patrick’s Day.



Manneken Pis goes green - The famous Manneken Pis statue in central Brussels donned an aran sweater and Irish tweed on St Patrick’s day, and the event was marked by a civic reception hosted by the city’s Mayor.