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22 Oct 2013

New Dublin promotion targets 5.5+ million Spaniards

Tourism Ireland teams up with Viajes El Corte Inglés to boost travel in final quarter of 2013

More than 1.5 million Spanish commuters are seeing large billboard ads for Dublin right now, as they pass through some of the busiest metro stations of Madrid. 

Tourism Ireland has teamed up with the one of the biggest brands in Spain – the tour operating arm of Spanish retailing giant El Corte Inglés – for a joint promotional campaign, targeting late-season Spanish travellers. Given that Spain has several bank holiday weekends (or “puente”) between now and Christmas, this is the ideal time to highlight weekend breaks in Dublin. Tourism Ireland – in conjunction with Viajes El Corte Inglés – has 90 billboard ads prominently displayed in metro stations across the Spanish capital – grabbing the attention of commuters with attractive offers of €452 for a five-day break, reminding them why they should put Dublin on their holiday wish-list now.

And, a further 4 million Spaniards are seeing the Tourism Ireland-Viajes el Corte Inglés ads this month, in top national newspapers like El País, El Mundo, ABC and La Razón. The campaign also includes Dublin ads on popular radio stations in Madrid and Catalunya – like Cadena 100, Cadena Cope, Onda Cero and ES Radio; as well as in-store megaphone announcements targeting shoppers in all El Corte Inglés department stores and travel agencies across Spain.

Barbara Wood, Tourism Ireland’s manager in Spain, said: “Spain is an important market for Irish tourism and the outlook for 2013 is positive, with the latest CSO figures for the June-August period showing growth of almost +7%, when compared with the same three-month period in 2012. Tourism Ireland is delighted to partner with Viajes El Corte Inglés this autumn. Our campaign aims to boost travel to Dublin and Ireland in the last quarter of 2013, taking advantage of late booking trends – as there is still plenty of business to play for. Many Spaniards are opting for shorter holiday breaks and right now represents a good opportunity, with so many bank holiday weekends in Spain between now and the end of the year.”