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26 Mar 2015

The island of Ireland goes underground – to inspire millions of Paris commuters

1,000+ metro ads are highlighting Ireland in French capital

Millions of French commuters are seeing ads for the island of Ireland on large billboard posters as they pass through the busy metro stations of Paris.

Tourism Ireland has teamed up with one of the main online French travel agents – Go Voyages – for its largest ever joint promotional campaign in France. More than 1,000 billboard ads are prominently displayed in metro stations across the French capital, grabbing the attention of commuters with beautiful images of the Wild Atlantic Way and the Causeway Coastal Route and featuring attractive offers for a weekend break – reminding them why they should put the island of Ireland on their holiday wish-list for 2015.

The campaign – which runs until 7 May – also includes online advertising, dedicated Ireland pages on the Go Voyages and Opodo websites, as well as advertising in Direct Matin (free daily newspaper).

France is one of our top four tourism markets, delivering about 455,000 visitors to Ireland last year. Monica MacLaverty, Tourism Ireland’s manager for southern Europe, said: “2014 was a record year for French visitors to Ireland and we are undertaking an extensive programme of promotions throughout 2015, to keep the momentum going and build on that growth. Our spring campaign with Go Voyages is an important element of that programme, to boost travel to the island of Ireland.”

More than 19 million people around France have seen Tourism Ireland’s ads – featuring the Wild Atlantic Way and the Causeway Coastal Route – on the main French TV channels this spring. The organisation also has a number of online campaigns under way – including #LoveDublin and #PhotoBelfast (targeting a younger, ‘social energiser’ audience). Working closely with the ferry companies and airlines serving Ireland is also a key priority for Tourism Ireland; co-operative campaigns with partners like Aer Lingus, Brittany Ferries, Ryanair, Irish Ferries, Transavia and EasyJet, promoting flights and ferry services to Ireland, are either under way or in the pipeline for the coming weeks.

  Billboard ads in Paris metro, highlighting the Wild Atlantic Way the Causeway Coastal Route, as well as attractive offers for a weekend break on the island of Ireland.

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

25 Mar 2015

Putting Ireland on the ‘map’ in Paris