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22 May 2014

Tourism Ireland launches online film promoting Limerick City of Culture 2014

Limerick film will reach millions of potential holidaymakers worldwide

Tourism Ireland today launched a new online film highlighting Limerick City of Culture – to entice prospective holidaymakers from around the world to come and visit the city this year.

Tourism Ireland worked with the Limerick City of Culture team to create the fast-paced video, which will be rolled out around the world from today (22 May). It features well-known tourist attractions like King John’s Castle and the Hunt Museum; showcases some of the city’s many great festivals and events – including Culture and Chips, Fuerza Bruta, Carmen and Riverfest; shines a spotlight on the superb fresh food on offer at the Milkmarket; and, of course, references the city’s famous rugby associations – with Paul O’Connell making an appearance in the film at Thomond Park.

The film, and accompanying feature article about Limerick, will be promoted on Tourism Ireland’s website, It will be shared by Tourism Ireland with its Facebook fans (more than 2.1 million fans worldwide) and Twitter followers (130,000+), and on its YouTube channel (the most watched YouTube channel of national tourism organisations in Europe, according to the Digital Tourism Brand Index) – reminding people everywhere about some of the many great reasons to visit Limerick this year. The film will also be distributed to influential international travel and lifestyle media, through an extensive publicity and PR campaign.

The first ever designation of national City of Culture for Limerick presents 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. The organisation has an extra-special focus on Limerick in its promotional programme in Great Britain, the United States, France, Germany and Canada.

Niall Gibbons, CEO of Tourism Ireland, said: “I am delighted to unveil our new online film highlighting Limerick City of Culture. 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 for the city and showcasing Limerick as a cultural and historic destination. We are also capitalising on important access developments – maximising the promotion of 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 were thrilled to work with Tourism Ireland on this video and are delighted with the result. Limerick is an exciting place to be this year; there's so much going on it's not possible to capture absolutely everything in one video. We've created a City of Culture programme that we are very proud of and look forward to welcoming visitors from near and far."


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 11 different language versions for over 30 individual markets around the world.


Previous Press Release

21 May 2014

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