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06 Feb 2014

7 million Germans to tune in to Ireland

Tourism Ireland’s promotions capitalise on tourism potential of new Cecelia Ahern films in Germany

The spotlight will be on Ireland in Germany this spring – when two new films created by author Cecelia Ahern air on German television station ZDF.

The films – Cecelia Ahern: Zwischen Himmel und Hier (meaning ‘Between Heaven and Here’) and Mein ganzes halbes Leben (meaning ‘My Whole Half Life’) – were shot on location in Ireland last summer. They are based on original ideas from well-known writer Cecelia Ahern and will debut on German television this weekend (on Sunday 9 February) and next month (on Sunday 2 March), as part of the ZDF network’s ‘Heart’ series, which can attract up to seven million viewers across Germany.

Given that both films feature fabulous footage of Ireland, Tourism Ireland plans to capitalise on the wonderful exposure, with a specially-created page on its website, Ireland.com, designed to encourage prospective holidaymakers around Germany to come and explore some of the locations which feature in the films (including places like Howth, Temple Park and Marlay Park in Dublin; Glendalough and Kilruddery in Co Wicklow; Inistioge in Co Kilkenny; and Connemara). The web page also includes two interviews with Cecelia Ahern herself, in which she shares some of her favourite places to visit around Ireland.

Tourism Ireland’s campaign around the films will include social media activity, with posts on Tourism Ireland’s Facebook page in Germany (140,000+ fans), as well as online advertising on search engines like Google and on key travel and lifestyle websites. Information about Ireland and the new films will also be distributed to about 3,000 influential travel and lifestyle media and through email marketing to about 66,000 consumers around Germany.

Zoë Redmond, Tourism Ireland’s manager for Central Europe, said: “We know that film and television are recognised as strong influencers for prospective holidaymakers and Tourism Ireland regularly works with TV and film production companies, to facilitate the making of films and travel programmes around the island of Ireland. Films shot on location here, like the two Ceceilia Ahern films, can be really influential – showcasing our stunning landscape and helping to whet appetites among German travellers to come and visit the beautiful locations where the film was shot.

“2013 was a record year for German visitors to Ireland and Tourism Ireland will be rolling out an extensive programme of promotional activity throughout 2014 – to keep the momentum going and build on that growth. We will place a major focus on highlighting the Wild Atlantic Way. We believe this exciting new tourism experience – showcasing the spectacular scenery and unique culture of the west coast – will have tremendous appeal for German holidaymakers. We will also promote key events, particularly Limerick City of Culture and the Grande Partenza of the Giro d’Italia.”

   

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.

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