Tourism Ireland is rolling out its new ‘Green Button’ global campaign, 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 €15.5 million campaign will reach an audience of around 150 million 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 and to position us well for 2022. 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.
Green Button 30 sec ad
About Tourism Ireland’s ‘Green Button’ campaign