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02 Apr 2014

London launch of Limerick City of Culture

Tourism Ireland highlights Limerick City of Culture in Britain

The British launch of Limerick City of Culture 2014 took place yesterday (Tuesday, 1 April), at the prestigious Embassy of Ireland in London. Organised by Tourism Ireland, the event was attended by key British travel trade and media contacts. 

The first ever designation of national City of Culture for Limerick presents Tourism Ireland with a wonderful opportunity to increase awareness of the city around the world as a cultural and historic destination. Tourism Ireland is highlighting Limerick City of Culture across the world – taking every opportunity to leverage the tourism benefits of this year-long celebration of culture for the city. The organisation has an extra-special focus on Limerick in its promotional programme in Great Britain, the United States, France, Germany and Canada.

Niall Gibbons, CEO of Tourism Ireland, said: “Throughout 2014, we will take every opportunity to shine a spotlight on Limerick City of Culture in our promotions around the world, leveraging the tourism benefits of this year-long celebration of culture for the city and showcasing Limerick as a cultural and historic destination. We will also capitalise on important access developments – maximising the promotion of the new, as well as existing, flights from Britain, the US and Mainland Europe to Shannon Airport – to continue to grow overseas tourism to Limerick and the Mid-West.” 

Notes To Editors

Tourism Ireland promoting Limerick City of Culture around the world

Tourism Ireland is highlighting Limerick City of Culture in tourism markets across the world – taking every opportunity to leverage the tourism benefits of this year-long celebration of culture for the city. The organization has an extra-special focus on Limerick in its promotional programme in Great Britain, the United States, France, Germany and Canada. Examples of promotional activity include:

CO-OPERATIVE MARKETING
Co-operative promotions with partners are under way in key markets. 

Great Britain

  • in February, Tourism Ireland – together with Aer Lingus – highlighted Limerick City of Culture and ease of access to the Mid-West to millions of people on radio stations in London (reaching some 4.4 million people on stations like Magic 105.4, XFM London and Capital London), Birmingham (reaching more than 1.7 million listeners on stations like Capital Birmingham and Smooth Radio); and Manchester (reaching over 1.2 million listeners on stations like Real Radio, North West and XFM Manchester) – all cities with direct flights to Shannon Airport. 
  • over the coming months, Tourism Ireland will also highlight Limerick City of Culture and flights to Shannon, through co-operative advertising in conjunction with Aer Lingus Regional;
  • and a campaign in conjunction with one of the top online travel agents in Britain, ebookers.com, has just gone live, at the end of March; the campaign, which includes messages about Limerick City of Culture, will deliver over one million impressions (opportunities to see).
Germany and France
  • Tourism Ireland in Germany and France will co-operate with Ryanair and Shannon Airport, promoting great airfares to Shannon from Paris, Nice, Berlin and Munich and highlighting Limerick City of Culture. 

TOP TRADE AND CONSUMER PROMOTIONS
Limerick City of Culture has been in the spotlight on Tourism Ireland stands, at a number of consumer and travel trade promotions this spring – including at Best of Britain and Ireland (BoBI), in Birmingham; and at ITB Berlin (the largest travel trade fair in the world).

PUBLICITY AND PR
  • An extensive programme of publicity and PR activity is under way in all markets. This includes: 
  • Selecting and inviting key, influential journalists to visit Limerick during the year. These include niche cultural media, as well as more general travel and lifestyle media – who have been invited to visit the city, to experience the best of culture and the enhanced heritage offering. For example, six French journalists will visit Limerick, 3-6 April; the group includes representatives of regional newspapers, women’s magazines, as well as travel magazines and websites. A group of 14 journalists – representing various lifestyle, sports and travel publications from several countries – will visit Limerick in June.
  • To date, Tourism Ireland has generated coverage around the world about Limerick City of Culture worth about €500,000 million in EAV (equivalent advertising value i.e. if were to buy that space or airtime). 
  • Information and news about Limerick City of Culture will be shared throughout 2014 by Tourism Ireland with its database of more than 20,000 international media contacts – via its media room (www.media.ireland.com), Twitter, press briefings and through regular distribution of press releases. 

E-MARKETING AND SOCIAL MEDIA
  • Limerick City of Culture features prominently on Tourism Ireland’s suite of international websites, Ireland.com.
  • The organisation is also spreading the word online each month during 2014 – placing various articles about Limerick City of Culture on key websites in Britain, the US, France and Canada. 
  • Tourism Ireland’s email marketing about Limerick City of Culture this year will also reach some 2 million potential visitors worldwide. 
  • And social media is also an important element of the promotional programme: Tourism Ireland is posting and tweeting news about Limerick City of Culture to its 2.1 million Facebook fans and 120,000 followers on Twitter globally throughout the year. From mid-April, Tourism Ireland will also undertake advertising on Facebook in Britain, the US, France and Germany – targeting the ‘Culturally Curious’ audience (people who want to explore new places and broaden their minds).