US$800,000 campaign kicks off 2014 tourism drive in the United States
Tourism Ireland kicks off its promotional drive for 2014 in the all-important United States market this week – with an extensive, week-long national TV campaign which will be seen by millions of potential American holidaymakers.
Beginning on Christmas Day and continuing through New Year’s Eve, the Northern Ireland ads will run on national cable channels, including National Geographic and Ovation, as well as on local television networks in New York, Boston and Chicago – all important cities for tourism to Northern Ireland and the island of Ireland. The ads will air during premium programmes with large audiences over the holiday period, including various New Year’s Eve countdown programmes.
The total spend on the week-long campaign is US$820,000. It heralds the start of a busy promotional drive for Tourism Ireland in the United States next year, to build on the growth in American visitors in 2013.
Niall Gibbons, CEO of Tourism Ireland, said: “2013 has been a record year for American visitors to the island of Ireland – even surpassing our previous best year of 2007. This year, we welcomed over one million Americans, spending US$1 billion. We aim to build on this success in 2014. We will continue to implement our strategy – Make Ireland Jump Out – targeting new audiences with strong potential for growth through a very extensive programme of promotions.
“In 2014, we will build on the increased levels of awareness of, and interest in, Northern Ireland generated by ni2012, the G8 Summit and the Derry~Londonderry UK City of Culture programme. Maximising the tourism potential of the G8, highlighting the Causeway Coast Route and car touring holidays to Northern Ireland, capitalising on the huge worldwide popularity of HBO’s Game of Thrones television series and continuing to promote iconic attractions like Titanic Belfast and the Giant’s Causeway will all be a focus of Tourism Ireland’s activity in the United States and elsewhere around the world in 2014.”
Tourism Ireland’s promotional drive continues in the new year – with ads airing on PBS (Public Broadcasting Service) around the fourth series of the hugely popular Downton Abbey, which begins on 5 January. New online ads will also run on key American websites from mid-January.