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05 Jul 2013

Northern Ireland holidays in the spotlight across Europe

Tourism Ireland targets 3+ million potential holidaymakers in Germany, France, Italy, Spain, the Netherlands and the Nordic countries

A new Tourism Ireland promotion is targeting more than three million people – or potential holidaymakers for Northern Ireland – across Mainland Europe this month.

The campaign is under way right now in Germany, France, Italy, Spain, the Netherlands and the Nordic region, highlighting car touring holidays in Northern Ireland and some of our major iconic attractions – including the Giant’s Causeway, the Mournes, Titanic Belfast, the Fermanagh Lakes, the St Patrick’s Trail, the Carrick-a-Rede Rope Bridge, as well as the wonderful programme for Derry~Londonderry UK City of Culture 2013.

Promotional activity includes ads for Northern Ireland on popular news and travel websites like El Mundo (in Spain) and Lastminute.com (in Italy); as well as email marketing to over 2.5 million European travellers. The campaign also features prominently on Tourism Ireland’s website, Ireland.com, with a special competition to win a holiday to Northern Ireland. And social media activity is also part of the campaign, with Tourism Ireland targeting its 460,000+ Facebook fans in those six markets, with posts and messages about Northern Ireland.

Finola O’Mahony, Tourism Ireland’s head of Europe, said: “We know that Northern Ireland holds strong appeal for Europeans, in particular the spectacular scenery and rich heritage. Our campaign is highlighting some of the “stand-out” things to see and do and encouraging them to come and discover Northern Ireland by car. We are targeting car touring holidaymakers, as these visitors tend to stay longer, spend more and are more likely to visit more than one place.”