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09 Apr 2015

Tourism Ireland capitalises on Masters ‘hype’ with new campaign to highlight golf holidays on the island of Ireland

Golf promotion is ‘hole in one’ for tourism

As the 79th US Masters gets under way in Augusta today, Tourism Ireland is launching a new golf campaign in the United States, with brand new 60-second and 30-second ads – which will air to millions of golf enthusiasts over the coming days on the hugely popular NBC Golf Channel, as well as on – promoting golf holidays on the island of Ireland.

With so much hype about Rory McIlroy aiming for a career grand slam at this week’s Masters, Tourism Ireland aims to build on its successful ‘Home of Champions’ campaign, reminding golfers across the US about our fantastic golf courses where our champions – including Rory McIlroy, Pádraig Harrington, Graeme McDowell and Darren Clarke – honed and perfected their skills.

To view Tourism Ireland’s new TV ad, click here.

This evening (9 April), Tourism Ireland will host its annual ‘Meet the Irish’ media event at the US Masters – highlighting our world-class golf, as well as the upcoming Irish Open at Royal County Down, to some of the top golf journalists from right around the United States.

Promoting golf holidays on the island of Ireland is a major focus for Tourism Ireland in the United States, and in other key markets around the world. Alison Metcalfe, Tourism Ireland’s head of North America, said: “Tourism Ireland has an extensive programme of promotions under way this year, to highlight our world-class golf and encourage more Americans to consider a golfing vacation on the island of Ireland. Golf is the world’s largest sports-related travel market and we are working hard to drive home the message that a golfing holiday in Ireland is about much more than a round of 18 holes – the combination of our world-class golf and our unique brand of hospitality plays a key role in attracting golfers. We are highlighting the fact that we have some of the very best golf in the world, emphasising ease of access and the great value of a golf holiday on the island of Ireland.”

As well as advertising on the Golf Channel, a digital ad campaign is running on various golf websites, directing people to the golf pages on Tourism Ireland has invited influential American golf writers to visit the island of Ireland in advance of the Irish Open in May and following The Open at St Andrews in July. Social media activity is also encouraging American golfers to come and attend the Irish Open and then stay on to play some of our great courses. And Tourism Ireland will have a presence at a number of other high profile golf events this year – including the PGA Crowne Plaza Invitational at Colonial in Texas, in May, and the Deutsche Bank Championship in Norton, Massachusetts, in September.


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 2014, we welcomed an estimated 8.6 million overseas visitors to the island of Ireland, delivering revenue of about €4.26 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2014, attracted about 14.25 million visitors.


Previous Press Release

08 Apr 2015

Sales blitz to boost American tourist numbers