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04 May 2015

Oh là là! Ireland takes to the Paris metro – targeting millions of commuters in new tourism campaign

Hundreds of metro ads are highlighting great airfares to Dublin with French airline Transavia

Millions of French commuters are seeing ads for Ireland on large billboard posters as they pass through the busy metro stations of Paris. Tourism Ireland in Paris has teamed up with French airline Transavia (the low cost airline owned by the Air France-KLM group) to highlight the new daily flight from Paris-Orly Airport to Dublin, which is due to begin on 1 June.

This is the first time that Transavia will fly to a northern European destination. Ireland is not currently served from Orly Airport – so the new flight represents an important opportunity for both leisure and business tourism from the all-important French market.

The campaign with Transavia includes some 550 ads in the Paris metro highlighting great value fares to Dublin, which are grabbing the attention of commuters with a beautiful image of the Cliffs of Moher – and reminding them why they should put Ireland on their holiday wish-list for 2015. It includes online advertising and a competition on Facebook. A quirky #SnackHolidays promotion carrying the tagline “plane tickets so cheap you can buy them like a snack” is also part of the new campaign – with air tickets to Dublin on sale on a new cereal bar for just €40, with a QR code for the ticket inside the wrapper.  

Working closely with airlines and ferry companies serving Ireland is a key priority for Tourism Ireland and the organisation is also undertaking co-operative campaigns with other partners like Aer Lingus, Brittany Ferries, Ryanair, Irish Ferries and EasyJet, promoting flights and ferry services to Ireland.

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 Tourism Ireland is determined to ensure that tourism growth continues. 2015 has got off to a positive start, with the most recent CSO figures showing growth of +26% in French visitors to Ireland for the first quarter of 2015.

“We are delighted to co-operate with Transavia to maximise the promotion of the new flight from Paris Orly to Dublin, which will certainly help boost both leisure and business travel from France to Ireland this summer. As an island, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism. Tourism Ireland is committed to working with Transavia, Dublin Airport and other tourism interests, through co-operative marketing, to drive demand for this new service – as we work with other carriers and partners to promote and help maintain vital routes and services to the island."

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 has also undertaken a number of online campaigns – including #LoveDublin and #PhotoBelfast (targeting a younger, ‘social energiser’ audience).


Billboard ad in Paris metro, highlighting the Wild Atlantic Way and a great value airfare to Dublin with Transavia.

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.