New Tourism Ireland TV campaign targets millions of Spaniards tuning in to World Cup
Millions of people around Spain are seeing spectacular images of the island of Ireland on television right now. Tourism Ireland today unveiled a new television advertising campaign – specially timed to take advantage of late booking trends for summer holidays by Spanish travellers and to coincide with the World Cup and the huge numbers of people watching television right now.
The ads – highlighting the Wild Atlantic Way (Ruta Costera del Atlántico) and Northern Ireland as the “home of Game of Thrones” (el territorio de Juego de Tronos) – are running around prime time matches and programmes on national TV stations Telecinco and Cuatro. They are part of a wider campaign with Rumbo, one of Spain’s top online travel agents, which also includes extensive advertising on Rumbo.es and other key Spanish websites, as well as a busy programme of social media activity.
Spain is an important market for tourism to the island of Ireland, delivering about 265,000 visitors in 2013. Barbara Wood, Tourism Ireland’s manager in Spain, said: “2013 was a record year for Spanish visitors to the island of Ireland and we are undertaking an extensive programme of promotions throughout 2014, to keep the momentum going and build on that growth. Our campaign with Rumbo is an important element of that programme, to boost travel to the island of Ireland this summer. June is the most important month in Spain for decisions about summer holidays and given the huge popularity of football and the World Cup in Spain, this is a really good time for us to whet holidaymakers’ appetites with beautiful images and great offers.”
The most recent figures available from the CSO for 2014 (for the March-May period) show growth of +15% in Spanish visitors to Ireland over the same three-month period last year. Tourism Ireland’s busy programme of promotions in Spain includes online advertising on key websites, running until July, which will reach an estimated 16.5 million Spaniards. The organisation is co-operating with airlines Aer Lingus, Ryanair and Iberia Express, to highlight great airfares to the island of Ireland. Tourism Ireland also operates a busy, year-round programme of PR activity, which includes visits to the island of Ireland for key Spanish travel and lifestyle journalists.
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, we welcomed an estimated 8 million overseas visitors 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, which appears in ten different language versions for over 30 individual markets around the world.