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28 Feb 2014

Under Starter’s Orders for Giro d’Italia 2014!

Italian journalists attend Giro ‘Hall of Fame’ event at Giant’s Causeway

Eight top Italian journalists – representing a range of lifestyle, sports and travel publications – were invited by Tourism Ireland to attend NITB’s special Giro ‘Hall of Fame’ event at the Causeway Hotel and check out some of the key sites along the route of the Grande Partenza (or ‘Big Start’) of the Giro d’Italia. The visit of the journalists is part of Tourism Ireland’s busy programme of promotions overseas, in the run-up to the Grande Partenza in May.

The journalists’ itinerary, created by the Northern Ireland Tourist Board, took in Armagh and the city’s two cathedrals, as well as Belfast’s Cathedral Quarter and Titanic Belfast. The group also travelled along the Causeway Coastal Route, following part of the Giro route, with stops at Glenarm Castle and the Carrick-a-rede rope bridge.

‘Giro’ promotions are a major focus this spring for Tourism Ireland in Italy, the home of the Giro – with ads running in cycling magazines like Bicisport and Cicloturismo and a busy programme of social media activity under way. Tourism Ireland will also promote cycling and holidays in Northern Ireland at a series of ‘Gran Fondo’ amateur cycling events in Italy, which begins in March and will be attended by an estimated 20,000 keen cycling enthusiasts.

Niamh Kinsella, Tourism Ireland’s manager in Italy, said: “It is a wonderful coup for Northern Ireland that the first stages of the Giro d’Italia will take place here in May. There is huge interest in this prestigious event, which will be seen by an estimated 775 million sports and cycling fans everywhere – presenting us with a fantastic opportunity to highlight Northern Ireland in Italy, and elsewhere around the world, as a top location for sporting events, as well as a wonderful holiday destination.

“Visits such as this, by influential journalists, provide Tourism Ireland with a wonderful opportunity to showcase Northern Ireland in the international marketplace; the articles the journalists will write about their experience here and the preparations under way for the Giro, will be read by thousands of cycling fans and potential holidaymakers – encouraging them to come and check out Northern Ireland for themselves.”

 
In Great Britain, Tourism Ireland’s new ‘Giro’ television ad will air on the UKTV network (including stations like Channel 4, Good Food and Dave), from next month. Tourism Ireland will also capitalise on the tourism potential of the famous race through a busy programme of social media, with lots of posts on Facebook (almost 315,000 fans in GB alone) and Twitter (almost 19,000 followers in GB); and email marketing with Giro messages will reach 370,000 people across GB.


 

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 43,000 jobs.
  • In 2014, Tourism Ireland estimates that almost 1.8 million overseas visitors came to Northern Ireland, delivering revenue of approximately £508 million.
  • Tourism Ireland’s international website is ireland.com, available in ten different language versions for 30+ markets around the world this year.

Previous Press Release

27 Feb 2014

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