Lord Mayor of Dublin Oisín Quinn and Lord Mayor of Belfast Máirtín Ó Muilleoir briefed on Tourism Ireland’s extensive promotional programme in GB this year
The Lord Mayors of Dublin and Belfast, Oisín Quinn and Máirtín Ó Muilleoir, who are in London for various engagements around the historic State Visit to Britain by President Michael D Higgins, met with senior executives from Tourism Ireland in London today. They were briefed on Tourism Ireland’s extensive promotional programme for 2014, which is in full swing right now and aims to build on the growth in British visitors to the island of Ireland in 2013.
Niall Gibbons, CEO of Tourism Ireland, said: “We are delighted to have the opportunity to brief the Lord Mayors of Belfast and Dublin on our busy promotional programme in Britain, our largest single market for tourism to the island of Ireland. This week’s historic State Visit of President Higgins also presents opportunities for tourism to the island of Ireland and Tourism Ireland in Britain is taking every opportunity to capitalise on the tourism potential of the occasion. An extensive programme of advertising, publicity and public relations, business tourism promotions, e-marketing and social media is under way.”
Britain is the largest single market for tourism to the island of Ireland; last year, we welcomed approximately 3.8 million British visitors, who contributed some €1.2 billion in revenue to the economies north and south. Tourism Ireland is rolling out an extensive marketing campaign this spring, targeting millions of potential visitors across Britain. The campaign includes advertising, digital marketing and social media, publicity, trade and consumer promotions; golf and business tourism are also a key focus, as is building on the very positive ‘Gathering’ legacy. Some of Tourism Ireland’s key messages include ease of access from Britain; and the value on offer, which has never been better.
Notes To Editors
Tourism Ireland’s programme of activity to leverage the tourism potential of the historic State Visit to Britain of President Michael D Higgins includes:
CEILIÚRADH’ OR ‘CELEBRATION’ CONCERT AT THE ROYAL ALBERT HALL
BUSINESS TOURISM PROMOTIONS
- Tourism Ireland is a major sponsor of the international broadcast of the ‘Ceiliúradh’ or ‘Celebration’ concert which takes place at London's Royal Albert Hall this evening – a cultural showcase and special celebration of this island’s musicians, singers, actors, poets and authors. The event will be live streamed on the RTÉ player, with global access. Tourism Ireland is fully exploiting the broadcast and PR opportunities – highlighting the live streaming to the Diaspora and other potential holidaymakers in GB and across the world.
- Tourism Ireland’s TV ads will air ahead of the live streaming this evening and around the recording which will be available to view on the RTÉ player for a further 21 days.
- An edited version of the concert is also set to air on BBC4 on 13 April, providing an additional opportunity to highlight the destination and its rich culture to British audiences.
- Tourism Ireland was a key sponsor of the British Irish Chamber of Commerce business networking lunch and participated in a high profile business breakfast networking event. Guests included key influencers from the British business community, including event organisers and decision-makers working in the MICE (meetings, incentives, conferences and events) sector.
- Email marketing will also target Tourism Ireland’s business tourism database – highlighting the State Visit and the important corporate and business links between Britain and Ireland.
- Tourism Ireland’s 30-second TV ads are airing this spring to 14 million viewer across GB. Ads are airing after the main evening news on Channel 4 – to 4.5 million viewers – on each day during the State Visit.
- And Tourism Ireland arranged for a special eight-page supplement in The Telegraph, in advance of the State Visit – reaching 1.7 million readers across Britain. And special advertorials, about the State Visit, will run in the Irish Post and in the Irish World, targeting almost 56,000 members of the Diaspora.
- A targeted publicity programme includes briefing key British journalists – during and after the State Visit. Tourism Ireland’s key messages include general travel/holidays on the island of Ireland, as well as our rich culture and heritage.
- The home page of Tourism Ireland’s GB website features the State Visit this week, with a link to the RTÉ website and the broadcast of the ‘Ceiliúradh’ or ‘Celebrations’ concert.
- Tourism Ireland’s email marketing will reach some 310,000 potential visitors in Britain, with a link to the RTÉ player and the broadcast of the special ‘Ceiliúradh’ or ‘Celebration’ event.
- In addition, posts and tweets will target Tourism Ireland’s 2.1 million Facebook fans and 120,000 followers on Twitter globally, with messages about the island of Ireland and the ‘Ceiliúradh’ or ‘Celebration’ event.