‘Spanish Steps’ for Ireland with ads running in Madrid metro stations and on Barcelona trams
Millions of commuters in Barcelona are seeing ads for Ireland right now on trams operating on one of the city’s busiest thoroughfares, Avenida Diagonal. Tourism Ireland has teamed up with Spain’s largest online travel agent – eDreams – for a joint promotional campaign, wrapping the trams in a giant Ireland ad to boost travel to Ireland this summer.
Some 1.3 million people use this Barcelona tram route each month and millions more will see the Ireland ads as they pass by the trams, in their cars or on foot – reminding them why they should put the island of Ireland on their holiday wish-list for this summer. The campaign – which is running for four weeks – also includes extensive online advertising.
Tourism Ireland is also working again this year with one of the biggest brands in Spain – the tour operating arm of Spanish retailing giant El Corte Inglés – targeting potential holidaymakers in Madrid with 140 eye-catching billboard ads in metro stations around the Spanish capital, which feature spectacular images of the Wild Atlantic Way; as well as through radio and print ads and in-store promotions. Both campaigns have been timed to take advantage of late booking patterns among Spanish holidaymakers.
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 Ireland and we are undertaking an extensive programme of promotions throughout 2014, to keep the momentum going and build on that growth. Our co-operative campaigns with eDreams and Viajes el Corte Inglés are an important element of that programme, to boost travel to the island of Ireland this year.”
The most recent figures available from the CSO for 2014 (for the February-April period) show growth of +11% 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 people. The organisation is also 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 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, currently rolling out in 11 different language versions for over 30 individual markets around the world.