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24 Sep 2013

Radio promotion targets almost 1 million young “social energisers” in GB

975,000 radio listeners tune in to week-long promotion on XFM Breakfast Show

Tourism Ireland in Great Britain teamed up with popular radio station XFM last week – targeting Tourism Ireland’s new audience of ‘social energisers’ and highlighting Ireland as an exciting, vibrant and modern destination, to get that young, fun-loving audience to look at a city break in Dublin or Belfast with fresh eyes. 

A week-long promotion ran on The XFM Breakfast Show with Jon Holmes, giving the station’s 975,000 listeners the chance to win a trip to Ireland. On Thursday 19 and Friday 20 September, the show was broadcast live from Belfast and Dublin respectively, with Jon and his team exploring, and sharing with listeners, what both cities have to offer. For the Dublin broadcast, Jon was joined by alternative rockers Kodaline, who gave their low-down on some ‘must visit’ spots around their native city.

During their time here, Jon and his crew sampled what both Belfast and Dublin have to offer – including a visit to Titanic Belfast, a Segway tour in the Titanic Quarter and a gig at Limelight 1, in Belfast; and in Dublin, the crew enjoyed kayaking on the River Liffey and a visit to the Leprechaun Museum. 

Last week’s promotion on The XFM Breakfast Show with Jon Holmes follows a campaign earlier this month on the XFM network and website during Bestival – the boutique music festival on the Isle of Wight. Another XFM presenter, Phil Clifton, broadcast from the festival, encouraging Bestival-goers to check out Tourism Ireland’s immersive theatre experience, called ‘Shenanigans!’, a whirlwind ‘tour’ through Dublin and Belfast. 

Following an extensive review of the British market last year, Tourism Ireland is rolling out an ambitious new strategy, 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 GB, said: “Our promotion with XFM is a great way for us to engage with our target audience of ‘social energisers’ in GB, helping to really bring our message of fun and excitement to life, showing this audience that Ireland is a unique and different destination and inspiring them to begin planning a city break in Ireland very soon. 

“Tourism Ireland has a strong and comprehensive programme of promotions under way in Great Britain throughout 2013. The most recent figures from the CSO – for the May-July 2013 period – show a welcome return to growth in British visitors of +3.3%, when compared with the same three-month period in 2012. Our plan is to welcome an additional 200,000 British holiday visitors per year by 2016 (+20%).”

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