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09 Sep 2015

Ciao Dublin!

6+ million Italians see Dublin promotion each day in Milan metro stations

Tourism Ireland’s latest promotion is under way in Italy right now – with some six million commuters daily seeing eye-catching billboard ads for Dublin in metro stations around Milan.

Tourism Ireland has teamed up with eDreams, one of Italy’s top online travel agents, in a joint campaign to highlight Dublin as a fantastic city break destination and to drive bookings between now and the end of the year. As well as the metro ads, the campaign is highlighting great flight and hotel offers through email marketing to hundreds of thousands of travellers throughout Italy on the eDreams database, as well as online advertising on the eDreams site.

In 2014, we welcomed about 253,000 Italian visitors to the island Ireland, up +9% on the previous year. Niamh Kinsella, Tourism Ireland’s manager in Italy, said: “Italy is an important market for tourism to the island of Ireland and we have seen excellent growth in Italian visitors numbers again this year, with the latest CSO figures indicating growth of +17% for the May to July period. Tourism Ireland is determined to ensure that growth continues and we are rolling out a busy programme of promotions in Italy this autumn. Co-operative campaigns with key partners, like this one with eDreams, are an important element of that programme, to boost travel to Dublin and Ireland between now and the end of the year.”

  Ads highlighting good value breaks in Dublin, in metro stations around Milan.

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 8.4 million overseas visitors to the island of Ireland, delivering revenue of about €4.1 billion.
  • Tourism Ireland’s international website is www.Ireland.com, available in ten different language versions for over 30 individual markets around the world. In 2014, Ireland.com attracted about 14.25 million visitors.