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27 Mar 2015

Highlighting Yeats 150 and our rich literary heritage

1.5 million Telegraph readers across Britain learn about Sligo and Yeats 150

Some 1.5 million readers of The Telegraph in Britain have been reading all about Sligo and the Yeats 150 celebrations.

This year marks 150 years since the birth of world-renowned Irish poet and Nobel laureate, WB Yeats, so Yeats 2015 is a key theme for Tourism Ireland in its promotions around the world throughout 2015. Tourism Ireland arranged for the article – which appeared under the headline “Poetry in motion” – to appear in the travel section of a recent edition of The Telegraph. It describes the “hauntingly beautiful homeland” of Yeats and “County Sligo in the invigorating north-west, beloved today by surfers and hill walkers alike”. It also highlights some of the events taking place this year to mark the anniversary, as well as some key tourism spots in Sligo, including Ben Bulben, Lough Gill and Drumcliffe.

Vanessa Markey, Tourism Ireland’s head of Great Britain, said: “Tourism Ireland is taking every opportunity to shine a spotlight on Yeats 2015 in Britain and elsewhere around the world this year – leveraging the tourism benefits of the anniversary and showcasing the island of Ireland and the North West as a destination with a rich literary heritage.

“Great Britain is the largest market for tourism to Ireland and 2015 has got off to a positive start, with the most recent CSO figures showing growth of +7.7% for the December 2014 to February 2015 period, an additional 49,200 British visitors compared with the same three-month period last year. Tourism Ireland is determined to ensure that tourism growth continues and we have an extensive programme of promotions under way across Britain in 2015.”

Yeats 2015 features extensively in Tourism Ireland’s programme of promotions around the world this year. For example:
  • Tourism Ireland’s social media activity is playing a major part in spreading the word about the Yeats anniversary. For example, in Britain, Tourism Ireland targets its ‘culturally curious’ audience on Facebook, with its #WednesdayWords posts each week – matching a beautiful image with an inspirational quote from Yeats;
  • Yeats 2015 is also being promoted at all major overseas consumer and trade fairs this year, including at the recent ITB in Berlin – the largest travel trade fair in the world;
  • Tourism Ireland is inviting influential travel and lifestyle journalists to come and visit places that were of particular inspiration to Yeats – including Sligo, Galway and Dublin;
  • In Italy, Tourism Ireland is working with La Feltrinelli, the largest chain of bookstores in Italy to highlight the anniversary; and in Spain, Yeats 150 was one of the featured themes at a recent media event in Madrid, where Tourism Ireland gave a book of translated Yeats poetry to the influential journalists in attendance;
  • A number of special Yeats events will take place in various other markets throughout the year;
  • Messages about Yeats 150 are also being communicated by Tourism Ireland on a regular basis throughout the year – through email marketing to potential holidaymakers, as well as to the organisation’s databases of influential media and travel trade contacts.

  Article which appeared recently in The Telegraph in Britain.

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.