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16 Jan 2012

Starring role for Cashel in Tourism Ireland’s new global advertising campaign

Cashel has been highlighted in Tourism Ireland’s brand new global advertising campaign ‘Jump into Ireland’. Tourism Ireland has kicked off 2012 with the roll-out of the new campaign to promote the island of Ireland overseas over the next three years. Footage for one of the new TV ads was shot at the Rock of Cashel.

The campaign has gone live on television in Great Britain, our largest and most important tourism market, on channels including ITV, Channel 4, Channel 5, Sky 1 and satellite channels. The new ads will also appear on TV in France and Germany; in cinemas in GB and the US, Spain and Italy; on outdoor sites in GB; and online in the other 22 markets in which Tourism Ireland has a presence to an estimated audience of 200 million potential visitors worldwide.

The soundtrack for the TV ads is taken from the latest album, Fallen Empires, by Co Down band Snow Patrol. The tagline for the new campaign – ‘Jump into Ireland’ – is designed to convey a sense of playfulness and to reflect the immersive nature of a holiday here with iconic experiences and warm, friendly people.

Niall Gibbons, CEO of Tourism Ireland, said: “This new global campaign has been designed to help us build on the return to growth achieved last year, when overseas tourism to the island of Ireland grew from all main markets and grew ahead of our competitors, regaining market share. While there is no doubt that recent economic turmoil has brought increased uncertainty, affecting business and consumer confidence in markets overseas, the overall outlook for travel and tourism remains positive. We are targeting further growth in 2012 and in the years ahead and our goal is to welcome over 9 million overseas visitors to the island by 2015, exceeding the record year for tourism of 2007. The new campaign will play a major role in this effort as part of an extensive overseas marketing programme.”

Previous Press Release

13 Jan 2012

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