Tourism Ireland Takes Top Award for International Marketing at All Ireland Marketing (AIM) Awards
Tourism Ireland took the top award for International Marketing at last night’s All Ireland Marketing (AIM)
awards, organised by the Marketing Institute of Ireland, beating off strong competition in the same category from the likes of the Irish Dairy Board, Openet, Riverdream Productions and Horseware Ireland.
The award was presented for Tourism Ireland’s international marketing of the Gathering Ireland during 2013. The campaign reached an estimated 200 million people worldwide through a wide range of media and promotional activity – including TV and print advertising, as well as an innovative digital strategy highlighting the many great reasons to visit Ireland during the year. Publicity was an integral element of the promotional programme; 1,400 international journalists visited during the year – and then wrote and broadcast extensively about Ireland and the Gathering, generating an estimated €75 million in positive publicity worldwide. Social media was also hugely important in spreading the word; Tourism Ireland has more than 2 million Facebook fans worldwide and its Gathering posts reached more than 60 million people during the year, getting people everywhere talking about the Gathering and encouraging them to come home during 2013.
Working closely with Fáilte Ireland, The Gathering was a major focus of Tourism Ireland’s promotions throughout 2013. It provided a tremendous ‘hook’ to shine a spotlight on Ireland around the world and certainly captured the imagination of people everywhere. The Gathering saw huge engagement with the diaspora worldwide throughout 2013 and an increased focus on the promotion of roots tourism by Tourism Ireland.
Accepting the award, Mark Henry, Tourism Ireland’s Central Marketing Director, said: “The major focus of Tourism Ireland’s promotions throughout 2013 was the Gathering Ireland, the biggest and most ambitious tourism-led event ever held in Ireland. We undertook a packed programme of promotions right throughout the year, highlighting the Gathering to about 200 million people, including the 70 million people across the world who feel linked by family, friends or otherwise with Ireland. A huge thanks to all our partners, particularly Fáilte Ireland, who helped make The Gathering such a success.”
“Tourism Ireland believes that 2014 offers continued growth opportunities for Irish tourism. We intend to keep the momentum going and build on the legacy of the Gathering, continuing to reach out to the diaspora across the world.”
The All Ireland Marketing awards are organised by the Marketing Institute of Ireland; they recognise marketing excellence and the success of Irish companies and marketing professionals (www.aimawards.ie).
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.