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07 May 2014

Giro promotion targets millions of GB commuters

Action-packed promotional programme under way in GB and overseas to capitalise on Giro d’Italia

More than one million Londoners will see stunning images of Northern Ireland from today, on large outdoor ads dotted at 100 prime locations, such as Oxford Street and Buckingham Palace Road, around London. And a further 1.35 million GB commuters are seeing a full-page advert for Northern Ireland today in Metro – the free newspaper distributed in urban centres across GB including London, the Midlands, North West, North East, Leeds, Sheffield, East Midlands, South West, Merseyside and South Wales.

The outdoor campaign – timed to coincide with the Grande Partenza or ‘Big Start’ of the Giro d’Italia – will run until 11 May. Social media activity is also playing a major role in Tourism Ireland’s promotions this week – the organisation has ‘pinked’ all of its Facebook pages, targeting its 2.1 million fans around the world with lots of posts, images and footage of Northern Ireland.

A targeted publicity programme has already generated more than £1.5 million worth of positive coverage in the media worldwide about the Grande Partenza of the Giro d’Italia – including a major article in the Guardian over the May bank holiday weekend, reaching almost 200,000 readers across GB with the headline “The Giro d’Italia comes to Northern Ireland, putting the bella into Belfast.” And tomorrow (8 May), Tourism Ireland has arranged for Good Morning Britain – the flagship breakfast TV show of ITV (formerly Daybreak) – to broadcast live from Titanic Belfast, reaching millions of viewers across GB.

The Grande Partenza will be the main focus of the home page of Tourism Ireland’s suite of international websites,, which attracted over 13 million unique visits in 2013, from tomorrow (8 May) – incorporating video footage, imagery, itineraries and practical information on the Giro.

The Giro d’Italia, second only to the Tour de France in terms of prestige, will help raise the profile of the Northern Ireland globally and Tourism Ireland has been rolling out an extensive programme of promotions, to capitalise on the tourism potential of this event, since it was announced last year. Niall Gibbons, CEO of Tourism Ireland, said: “Hosting the Grande Partenza of the Giro d’Italia represents an unprecedented opportunity to promote Northern Ireland to millions of cycling enthusiasts, people who enjoy the great outdoors, as well as general holidaymakers in GB and elsewhere around the world. Northern Ireland will be the focus of the cycling and sporting world this weekend, providing a superb platform to showcase our spectacular scenery. As the final preparations take place, we are pulling out all the stops to leverage the tourism potential of this prestigious sporting event for Northern Ireland.”

Based on previous experience, the Giro d’Italia 2014 is set to attract massive international media coverage. According to the organisers, last year’s Giro was broadcast in 165 countries, reaching 125 million households and a global audience of approximately 775 million people.


Notes To Editors

  • Advertising – TV: Tourism Ireland’s new ‘Giro’ television ad has been airing this spring, reaching some 14 million consumers – or potential holidaymakers for Northern Ireland – on the UKTV network (which includes stations like Channel 4, Good Food and Dave) and an additional 385,000 consumers online, on various on-demand television sites including Channel 4 On Demand.
  • Advertising – print and online: Tourism Ireland’s print and online ads have appeared in specialist cycling publications and websites in Britain, Italy, the US and Australia e.g. for example, in publications such as Bici Sport and Cicloturismo in Italy and in RIDE Cycling Review in Australia, etc. A full page advertorial on Northern Ireland and the Giro (inviting readers to visit a ‘fabled landscape’) featured in The Telegraph on 12 April – reaching more than 715,000 readers across GB.
  • Publicity: a targeted publicity programme has included briefing almost 1,000 international journalists on the ‘Big Start’ in Northern Ireland – including 800 Italian and international sports and lifestyle journalists, at the official launch last year of the 2014 Giro route.
  • Cycling clubs: Tourism Ireland has targeted cycling clubs across GB with direct marketing on the Giro, encouraging them to travel to the event, as well as communicating a wider cycling in Northern Ireland message.
  • Promotional materials: Tourism Ireland produced a special Guide to the Giro, in English, Italian and Spanish, for distribution at various consumer events e.g. at the Gran Fondo – three amateur cycling events in Italy which Tourism Ireland attended. The Grande Partenza also features in Tourism Ireland’s suite of 2014 market guides, of which over one million are distributed each year across the world.
  • Top trade and consumer promotions: The Giro d’Italia in Northern Ireland message has been widely promoted at all trade and consumer promotions attended by Tourism Ireland. Almost 2.5 million potential holidaymakers and key influencers have been targeted through consumer shows such as Vakantiebeurs (in the Netherlands), ITB and CMT in Germany; the Telegraph Activities and Outdoors Show in Britain and at Tourism Ireland’s series of sales blitzes across the US this spring.
  • Partner promotions: Tourism Ireland, P&O and the Causeway Coast and Glens are targeting Scottish and North of England holidaymakers, through an integrated digital and social media campaign promoting ferry services to Northern Ireland, the Grande Partenza, the Causeway Coastal Route and Game of Thrones.


Previous Press Release

06 May 2014

Ready for prime time on Dutch TV show (NI version)