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28 Nov 2013

Walkers tourism promotion targets millions of Britons for late-season travel

Tourism Ireland teams up with Walkers Crisps to boost travel in final quarter of 2013

Tourism Ireland and Heritage Island have teamed up with Britain’s number one grocery brand – Walkers Crisps – to boost late-season travel from Britain. 

In a nationwide campaign, running until the end of 2013, Tourism Ireland’s logo is appearing on a massive 145 million multi-packs of Walter Crisps and on their website. The promotion encourages GB consumers to enter a fun competition on the Walkers website, called ‘Gary’s Great Ingredient Hunt’, for a chance to win a cash prize, as well as discounted days out in Ireland, which include special two-for-the-price-of-one admissions to 50 Heritage Island visitor attractions across Ireland. 

Walkers Crisps sell a massive 10 million items per day across Britain and, as well as being the top grocery brand, is the third most popular overall brand among British 16- to 34-year-olds – so this promotion is an ideal fit with Tourism Ireland’s key target, the ‘Social Energisers’ group in GB. Following an extensive review of the British market last year, Tourism Ireland has been rolling out an ambitious new strategy throughout 2013, called ‘GB – Path to Growth’. The organisation is targeting several new audiences with strong potential for growth – including a younger, fun-loving audience looking for an exciting time in a vibrant destination, called ‘Social Energisers’.

Vanessa Markey, Tourism Ireland’s head of Great Britain, said: “Our latest promotion with Walkers Crisps is proving to be an effective way of engaging with our target audience of ‘Social Energisers’ in GB. Given that Walkers is the third most popular brand with 16 to 34-year olds in GB, this is a good way for us to communicate with our target audience, showing them that Ireland is a fun and unique destination – and inspire them to begin planning a break in Ireland very soon.

“Tourism Ireland has had a strong and comprehensive programme of promotions under way in Great Britain throughout 2013. The most recent figures from the CSO – up to the end of September – show a welcome return to growth in British visitors of +3.5%. Our plan is to welcome an additional 200,000 British holiday visitors per year by 2016 (+20%).”