Green Button Campaign

Tourism Ireland’s Green Button campaign – which was launched in autumn 2021 – will continue to drive demand throughout 2022. The global campaign was developed to re-start tourism and encourage as many overseas visitors as possible to book the island of Ireland for their next short break or holiday. The campaign will reach millions of people in 12 markets: Great Britain, the United States, Germany, France, Spain, Italy, the Netherlands, Belgium, the Nordic countries, Switzerland, Canada and the UAE. The campaign delivers a very clear ‘book now’ message and aims to single-mindedly drive visitor numbers and intention to book a trip to Ireland. It aims to drive as many bookings as possible from markets where there are opportunities now. The concept revolves around creating a commitment to travel, by ‘pressing the Green Button’ – green being the universal colour of ‘go’ and instinctively connected with the island of Ireland. It dials up our strengths and iconic locations, including the Cliffs of Moher, Titanic Belfast, the Giant’s Causeway, the Ha’penny Bridge, Lough Tay and Trinity College. 

It’s a multi-media campaign which includes advertising on TV and video-on demand; outdoor, digital and social media advertising; email marketing; promotions with influential travel trade; as well as a major publicity push – including influencer marketing. The ‘Green Button’ campaign and lots of great offers are also highlighted on Tourism Ireland’s international website, Ireland.com.