Tourism Ireland teams up with Millie Mackintosh to target ‘Social Energisers’ in Britain
Millie Mackintosh, former star of the hit TV series Made in Chelsea, is in Dublin to celebrate the New Year. Invited here by Tourism Ireland in London, Millie has been checking out some of the city’s great shopping, venues, visitor attractions and restaurants – which make Dublin such a great choice for a city break.
Over two days, Millie is enjoying some of the great shopping on South William Street and Drury Street, trying out popular restaurants like Crackbird and Fade Street Social and venues like The Liquor Rooms, indulging in a spot of pampering at Brown Sugar and taking in tourist attractions like the Guinness Storehouse. She also joined in the New Year’s celebrations at The Countdown Concert in the city centre.
Photos and video footage of Millie checking out some of Dublin’s ‘hotspots’ are being captured during her two-day visit and will be shared by Tourism Ireland on social media, including Facebook (more than 314,000 fans in Britain alone) and with influential travel and lifestyle media around Britain. Millie has also been tweeting about her time in the city to her 746,000+ followers on Twitter. The aim of the visit is to generate greater awareness of Dublin as a cool, happening city, and of the many great things to see and do here, among ‘social energisers’, one of Tourism Ireland’s key segments in Britain.
Following an extensive review of the British market, Tourism Ireland has been rolling out an ambitious new strategy throughout 2013, called ‘GB – Path to Growth’. The organisation is targeting several new audiences with strong potential for growth – including a younger, fun-loving audience looking for an exciting time in a vibrant destination, called ‘social energisers’. Niall Gibbons, CEO of Tourism Ireland, said: “Our latest promotion with Millie Mackintosh should prove to be a really effective way of engaging with our target audience of ‘social energisers’ in Britain, helping to bring our message of fun, exciting and social holidays to life. By showing them Millie enjoying a great short break and New Year’s Eve in Dublin, we’re hoping to show them that Ireland is a fun and unique destination – and inspire them to begin planning a break in Ireland very soon.
“Tourism Ireland in Great Britain has a strong and comprehensive programme of promotions in the pipeline for 2014. The most recent figures from the CSO – up to the end of November – show a welcome return to growth in British visitors of +5%. Our plan is to welcome an additional 200,000 British holiday visitors per year by 2016 (+20%).”
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 2013, an estimated 8 million overseas visitors will have come to the island of Ireland, delivering revenue of approximately €3.64 billion. Overseas tourism business accounts for 59% of all tourism revenue.
- Tourism Ireland’s international website is www.ireland.com, currently rolling out in 11 different language versions for over 30 individual markets around the world.