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16 Oct 2014

‘Novel’ tourism promotion targets Australian holidaymakers

Tourism Ireland teams up with publishers Simon and Schuster to boost travel to Ireland

Tourism Ireland in Sydney has teamed up with publishers Simon and Schuster – for a ‘novel’ promotion to boost travel from Australia to the island of Ireland.

The campaign has been specially timed to coincide with the release of Reluctantly Charmed, the debut novel of Dubliner Ellie O’Neill (who is now based in Sydney). Ellie’s book – which is set in Dublin and the West of Ireland – is being launched this month in Australia and New Zealand.

The Tourism Ireland promotion includes a special competition to win a trip for two to Ireland. A prominent sticker on the front cover of 40,000 books is highlighting the competition and holidays to Ireland, in stores across Australia and New Zealand – including big chains like Kmart, Big W, Dymocks and Target, as well as in a wide range of independent bookstores. A full-page ad inside each book is also reminding potential holidaymakers ‘down under’ about the island of Ireland. Online ads on the Yahoo7 network, for the book and the competition, will reach millions of people this month; and ads will also appear in Who magazine in October and in Good Reading magazine in November – reaching almost one million readers across Australia.

Diane Butler, Tourism Ireland’s manager for Australia and New Zealand, said:

“Our latest promotion with Simon and Schuster should prove to be an effective way of engaging with our target audience in Australia, inspiring them to begin planning a holiday to Ireland very soon. “Official figures from the CSO show strong growth of +11% in visitor numbers from Australia and New Zealand for the first eight months of 2014. We are determined to ensure that growth continues. Tourism Ireland is undertaking an extensive programme of promotions in Australia throughout 2014, which includes a major focus on the Wild Atlantic Way and the Causeway Coastal Route.”

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 almost €4 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is www.ireland.com, available in ten different language versions for over 30 individual markets around the world.

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