Tourism promotion to reach 5 million people across Great Britain
Tourism Ireland has teamed up with well-known English gardener and broadcaster Alan Titchmarsh this autumn – sponsoring his Saturday morning show on Classic FM, one of Britain’s largest radio stations. The promotion is running for seven weeks, reaching some 5 million of our ‘culturally curious’ audience in GB.
Each week, Titchmarsh is highlighting some of the many reasons to visit Ireland – through a mix of live and recorded messages – covering a different theme each week. Listeners are encouraged to visit a special Ireland section on the Classic FM website – which features news and images of Ireland, as well as a chance to win a holiday here. Online ads are running on the Classic FM website
– driving people to the Ireland section of the site; and other Classic FM presenters are also sharing their own unique experiences of holidaying in Ireland with listeners during the weekday schedule.
Classic FM is one of the biggest classical musical radio stations in the world, as well as one of Britain’s largest national radio stations. Vanessa Markey, Tourism Ireland’s head of Great Britain, said: “This targeted promotion has been specifically designed to highlight autumn breaks in Ireland and to appeal to our ‘Culturally Curious’ audience in Great Britain. These are independent, active sightseers, who are typically looking to visit new places and expand their experience by exploring landscapes, history and culture. Our promotion with Alan Titchmarsh and Classic FM fits very well with this important demographic and is just one element of our extensive autumn campaign – aimed at boosting late-season travel to Ireland from Great Britain and our other markets around the world.”
Vanessa Markey continued: “Britain is the largest market for tourism to the island of Ireland and we have seen strong growth of +11% in British visitors for the first seven months of 2015. We are determined to keep that momentum going and ensure that growth continues. Our autumn campaign aims to take advantage of late booking trends, as we know there is still plenty of business to play for. Many people are opting for shorter holiday breaks and autumn is a good opportunity, with many world-class festivals and events happening around the island.”
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.