2.5 million Britons to read all about Killarney Adventure Race
Twelve top outdoor and adventure journalists from around Britain travelled to Killarney over the weekend, to take part in this year’s Killarney Adventure Race. Representing a mix of national British newspapers and specialist fitness magazines, with a combined reach of over 2.5 million readers – or potential holidaymakers – the journalists arrived in Killarney on Friday (4th October), ahead of the race on Saturday.
The group – made up of writers from newspapers like the Daily Mail and The Times, as well as specialist magazines like Outdoor Fitness, Women’s Running and Men’s Fitness – was invited here by Tourism Ireland in London in conjunction with Fáilte Ireland. Tourism Ireland will also support a Channel 4 broadcast of the race, due to air to a huge audience across GB later this month, on 27 October.
David Boyce, Tourism Ireland’s head of business and sports tourism, said: “Tourism Ireland is delighted that these top-producing journalists have taken the time to visit Killarney and compete in the Killarney Adventure Race, to sample for themselves the superb adventure experience on offer here. Seeing is believing – so fact-finding visits like this are extremely important to help build awareness of the destination and spread the word about our world-class adventure and sports tourism product.”
Tourism Ireland undertakes a busy publicity programme around the world each year to raise the profile of the destination – and media visits to Ireland are a key element of that programme. In 2012, there were over 1,400 media visits to the island of Ireland, which helped to generate articles and broadcasts around the globe worth about €50 million in equivalent advertising value.