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22 Jul 2014

Tourism Ireland launches online film promoting flagship event of Limerick City of Culture

New Limerick City of Culture film will reach millions of potential visitors worldwide

Tourism Ireland today launched a new online film, specially created to highlight the flagship event of this year’s Limerick City of Culture programme, ‘The Giant’s Journey’. The event, presented by renowned French street theatre company Royal de Luxe, will take place over three days and three nights in Limerick this September. It promises to be a wonderful spectacle which is sure to appeal to Tourism Ireland’s international audience – on YouTube, Facebook, Twitter and on 

The 60-second film was produced by Limerick-based Piquant Media and features the giant, elaborate marionettes of Royal de Luxe winding through the streets of Nantes, in France – giving people a flavour of what to expect when this dramatic pageant comes here this autumn and urging prospective travellers everywhere to “join us in Limerick”. 

To view the film, click here

The first-ever designation of national City of Culture for Limerick – and now the decision to bring the spectacular street theatre of Royal de Luxe here – has presented Tourism Ireland with a wonderful opportunity to increase awareness of the city around the world as a cultural and historic destination. Tourism Ireland is highlighting Limerick City of Culture in its promotions – taking every opportunity to leverage the tourism benefits of this year-long celebration of culture for the city. This is the second online video Tourism Ireland has produced in association with Limerick City of Culture, to entice prospective holidaymakers from around the world to come and visit Limerick this year. 

Niall Gibbons, CEO of Tourism Ireland, said: “We are delighted to unveil this second online film, highlighting the flagship event of Limerick City of Culture and whetting people’s appetites to come and visit. It really is a fantastic coup for Limerick that Royal de Luxe will bring its world-famous street theatre to the city. It is sure to be a huge spectacle and we are inviting people around the world to come and experience it for themselves. 

“Throughout 2014, Tourism Ireland is taking every opportunity to shine a spotlight on the city in our promotions around the world – leveraging the tourism benefits of this year-long celebration of culture and showcasing Limerick as a cultural and historic destination. We are also capitalising on important access developments – promoting the new, as well as existing, flights from Britain, the US and Mainland Europe to Shannon Airport – to continue to grow overseas tourism to Limerick and the Mid-West.” 

Mike Fitzpatrick, director of Limerick City of Culture 2014, commented: "We are delighted with Tourism Ireland's partnership in helping us spread the word internationally about Limerick City of Culture and the visit of the world's best street theatre company, Royal de Luxe, in September from 5th to 7th. This video gives us a little glimpse into what will be a mammoth event for Limerick and Ireland." 

Tourism Ireland worked with the Limerick City of Culture team to create the film, which will be rolled out around the world from today (22 July). It will be promoted by Tourism Ireland on its international website, It will be shared with Tourism Ireland’s Facebook fans (about 2.2 million fans worldwide) and Twitter followers (131,000+), and on its YouTube channel (the most watched YouTube channel of national tourism organisations in Europe, according to the Digital Tourism Brand Index). Tourism Ireland will also invite top international travel and lifestyle media to come and attend ‘The Giant’s Journey’ and to sample some other aspects of what Limerick has to offer during their time here. 

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.
  • In 2013, an estimated 8 million overseas visitors visited 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, available in ten different language versions for over 30 individual markets around the world.

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