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23 Oct 2013

Vikings promotion to woo Canadian visitors

New campaign to attract pre-Christmas Canadian visitors to Ireland

Tourism Ireland has joined forces with Canadian film company, Phase 4 Films, for a brand new promotion offering Canadians the chance to win a ‘Viking Adventure in Ireland’. The promotion has been timed to coincide with this week’s release on DVD and Blu-ray of Vikings – the Emmy-nominated, Canadian-Irish drama series which has been airing on the HISTORY channel in Canada. It will run from now through to the Christmas period, in a bid to woo to late-season Canadian holidaymakers to Ireland.

Vikings was filmed on location in Ireland and its epic scenes feature fabulous footage shot in Wicklow and Dublin. This new campaign aims to showcase Ireland’s Viking heritage – in particular highlighting Dublin and the South East – as well as our spectacular scenery. 

It includes Tourism Ireland’s 30-second Ireland ad, which autoplays on disc one of each box set; as well as promotional flyers in each box set, encouraging fans of the series to visit Tourism Ireland’s website,, where the competition is highlighted. The prize up for grabs is a Viking-themed trip for two, which will include the chance to visit locations where the series was filmed and to experience Ireland’s Viking history at first-hand, with stays in Dublin and the South East. The promotion also includes in-store posters in over 100 HMV stores around Canada; an extensive TV campaign; as well as radio ads on top stations in Toronto, Calgary, Edmonton and Vancouver which will reach an estimated 1.4 million listeners. Tourism Ireland is also highlighting the promotion through social media, including Facebook (the organisation has almost 35,000 friends on Facebook in Canada alone) and Twitter (almost 5,000 followers in Canada).

Jayne Shackleford, Tourism Ireland Canada, said: “We are delighted to have partnered with Phase 4 Films for this promotion with a difference, which aims to entice Canadians to consider Ireland for a late-season vacation or short break. It is a really good opportunity to showcase Ireland’s fascinating Viking heritage, as well as the landscapes which help to make Ireland such a wonderful film location.”