The spotlight is on the walled city of Derry as filming for the second phase of Tourism Ireland’s global TV advertising campaign, which uses the tagline Jump into Northern Ireland
, took place in the city recently. Filming for the campaign is also under way at other locations around Northern Ireland – including at the Giant’s Causeway, Ballycastle Golf Club and Titanic Belfast – as well as in Dublin, the Cliffs of Moher and Lahinch Golf Club in Co Clare.
The new three-year global advertising campaign – comprising TV, radio, print and online advertising – has already been rolled out successfully across all Tourism Ireland’s main overseas markets in early 2012. The campaign will reach an estimated annual audience of 200 million potential visitors.
Filming took place last week by the canons on the city’s famous walls and in Guildhall Square. Other locations which will feature in the campaign include the River Foyle, the Peace Bridge, the Tower Museum and a number of arts venues around the city, showcasing the wealth of history and culture the city has to offer potential visitors.
Mark Henry, Tourism Ireland’s central marketing director, said: “People want a holiday full of unique experiences. In our Jump into Northern Ireland campaign, we are placing particular focus on the iconic experiences that visitors can enjoy here – from delving into the rich history of the walled city of Derry, to experiencing Titanic Belfast, to seeing the spectacular Giant’s Causeway. Our research is telling us that this campaign truly sets the island of Ireland apart from its competitors, helping to deliver growth in visitor numbers in 2012 and in the coming years.”
Phase two of the TV ads is being shot by BAFTA-nominated short film director Samuel Abrahams. Director of photography on the shoot is Belfast-born Baz Irvine who has been involved in previous high profile ad campaigns for the likes of Nike, Ikea and Heineken. Baz shot Six Shooter (directed by Martin McDonagh) which won an Oscar for Best Short Film in 2006.
Research conducted by Tourism Ireland in our major tourism markets – including Great Britain, the USA, France and Germany – shows that while the island of Ireland ranks high among the top ten European destinations that people from those countries would like to visit, the main challenge lies in differentiating the island of Ireland from its competitors, giving them a sufficiently compelling reason to come and visit now. Tourism Ireland is highlighting the distinctiveness of a holiday here in its campaign, through compelling imagery focusing on the many experiences people can enjoy on a holiday here.
Other iconic tourist spots which feature in the TV ad campaign include Belfast, with a particular focus on the city’s links with Titanic and its dynamic music scene, the Giant’s Causeway, Connemara, Dingle, the Ring of Kerry and the Rock of Cashel.