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28 Dec 2014

€1+ million campaign kickstarts Tourism Ireland’s promotional drive for 2015

The campaign – which is being rolled out in Great Britain, the United States and Mainland Europe – has been timed to coincide with the Christmas holiday period and aims to grab the attention of travellers everywhere as they begin looking at potential destinations and planning their holidays for the year ahead.

Niall Gibbons, Tourism Ireland’s CEO, said: “Our end-of-year campaign has been specially designed to highlight short breaks and holidays in Ireland and to appeal to our key target audiences in Great Britain, the US and Mainland Europe – kickstarting our promotional effort for 2015. It has been timed to coincide with the holiday period when people typically begin planning their holidays for the year ahead.”

2014 was a strong year for overseas tourism, with about 7.3 million visitors (+8.8% growth over 2013) contributing more than €3.6 billion in revenue to the economy. Niall Gibbons continued: “Throughout 2014, Tourism Ireland undertook a packed programme of promotions, to bring Ireland to the attention of travellers everywhere. We are determined to ensure that the tourism growth we have seen continues. Our aim is to welcome a record 7.74 million visitors to Ireland in 2015.”

Highlights of Tourism Ireland’s end-of-year campaign include:

Great Britain
  • For the first time ever, Tourism Ireland will ‘wrap’ the Daily Telegraph in Britain this week. An attractive, four-page wrap – featuring images of the Cliffs of Moher, Eyries (on the Beara Peninsula), Powerscourt Gardens and Dublin – will cover the Daily Telegraph tomorrow (29 December), reaching more than 1.2 million ‘culturally curious’ readers across Britain. The campaign has been timed to ensure Ireland is ‘top of mind’ with this key audience as they begin considering holiday and short break destinations for 2015, inviting them to “come and find your now at Ireland.com”.
  • Tourism Ireland is also working with the Mail Online this week, promoting Dublin as the ‘must visit’ city break destination in 2015. Highlighting the experiences of some of the international celebrities who have visited Dublin during 2014, a feature will run in the popular TV and showbiz section of dailymail.co.uk (the section which has the highest traffic on the site), on 29 and 30 December. Targeting our ‘social energiser’ audience, the article will give readers some helpful tips about where the “A-listers go when they’re in town” including “Rihanna’s go-to Irish pub, Beyonce and Jay-Z’s favourite restaurant and Victoria Beckham’s top fashion store”. Ads highlighting Dublin will also run on the site this week.
  • Tourism Ireland’s campaign with Classic FM continues over the Christmas period, reaching about 6.6 million of our ‘culturally curious’ audience across Britain. A series of online films fronted by Phil Spencer (of Location, Location, Location fame) is running on classicfm.com, capitalising on Phil’s celebrity status to endorse Ireland.
United States
  • Millions of potential holidaymakers will see ads for Ireland on television across the United States this week – through Tourism Ireland’s major, week-long, national TV campaign. The campaign began on Friday (26 December) and will continue through New Year’s Eve. The brand new ads went live on television for the first time on Friday, on three major networks, NBC, CBS and ABC, in seven cities – New York, Boston, Chicago, Philadelphia, Atlanta, San Francisco and Los Angeles. The Ireland ads are airing around premium entertainment programmes with large audiences over the holiday period, including the high profile New Year’s Eve Countdown, the Michael Bublé Christmas Special and the Kennedy Center Honors. The ads will also reach millions more Americans, through the online channels of the various TV networks.
  • The US campaign also includes Ireland ads airing on PBS (Public Broadcasting Service) around season five of the hugely popular Downton Abbey in January and February; the ads have also been airing around the re-run of series four, during December.

Mainland Europe
  • In France and Germany, Tourism Ireland’s new Dublin ad is appearing in cinemas during the month of December, reaching up to 4 million French and 750,000 German arthouse cinema-goers. A similar cinema campaign in Germany, in December 2013, proved to be extremely successful, with German travel agents and tour operators reporting a good boost in early bookings.
  • Online advertising in the Catalonia region of Spain during December has been promoting Dublin and the New Year’s Festival (NYF Dublin), highlighting ease of access from that part of Spain – and in particular the new Vueling flight from Barcelona to Dublin, which kicks off next May.
  • And advertising in conjunction with leading online travel agents Opodo, GO Voyages and eDreams in France, Germany, Italy and Spain has also been promoting Dublin as a dynamic, exciting city break destination – with a focus on NYF Dublin, as well as on the Temple Bar TradFest, which takes place in January 2015.

 

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
  • By the end of 2014, we will have welcomed an estimated 8.6 million overseas visitors to the island of Ireland, delivering revenue of about €4.26 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is www.ireland.com, available in ten different language versions for over 30 individual markets around the world.