Tourism Ireland capitalises on rugby clash to boost tourism from Canada
The Ireland rugby squad takes on Canada this weekend at Toronto’s BMO Field and Tourism Ireland will be pulling out all the stops to capitalise on the tourism potential of the game.
With plenty of exposure and ‘hype’ about Ireland in the media in Canada this week, the game is providing Tourism Ireland with an excellent opportunity to highlight Ireland as a wonderful vacation destination for Canadians, as well as a top location for sporting events. The organisation has put in place a busy programme of promotions, to capitalise on the tourism dividend of the game. Activity includes:
- Ireland ads on TV, which will be seen by an estimated 200,000 Canadian rugby fans watching the game on The Sports Network (TSN);
- highly visible sideline ads around the pitch at BMO Field, which will be seen by those watching on TV, as well as the 15,000 spectators at the game;
- a promotional stand in the fan zone at the game tomorrow, highlighting the many things to see and do on a vacation in Ireland and featuring competitions with lots of great prizes;
- Tourism Ireland also promoted Ireland at an event this week, with both rugby teams present. Members of the Diaspora living in Canada were in attendance – with Tourism Ireland encouraging those who are Irish born, Irish bred or Irish in spirit to come and visit in 2013 and join our great Gathering celebrations.
Jayne Shackleford, Tourism Ireland’s manager in Canada, said: “Tomorrow’s clash between Ireland and Canada is an excellent opportunity for us to highlight the island of Ireland in Canada as a great choice for a vacation this summer and we have put a busy promotional programme in place this week, to capitalise on the positive exposure. With so much happening this year for The Gathering and Derry~Londonderry UK City of Culture, our message is that Ireland is a fantastic destination and that there has never been a better time for Canadians to visit.”
The IRFU and Leinster Rugby are also doing their bit for The Gathering this year – with over 500 international players from 50 teams expected to ‘gather’ in UCD this August to compete in a special festival of rugby ‘Gathering’.