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21 Sep 2015

Tourism Ireland TV ads win Excellence in Local Media Marketing Award (EMMA) at New York’s annual Broadcast Television Leadership conference

Tourism Ireland has scooped a top award for its US TV advertising campaign, at New York’s prestigious Excellence in Local Media Marketing Awards or EMMAs.  The awards recognise creativity and effectiveness in on-air, online and mobile advertising campaigns, as well as their success in delivering results.  

Accepting the award, Tourism Ireland’s head of North America, Alison Metcalfe, said:  “The United States is an extremely important market for tourism to the island of Ireland and we are delighted that this campaign has been recognised in this way.  It was seen by millions of potential holidaymakers across the United States on major networks and online channels and aired around premium entertainment programmes with large audiences. Our goal was to encourage viewers to ‘go to Ireland now’ and to book and travel in 2015.  

“We have seen very strong growth of +15% in North American visitors to Ireland for the first seven months of 2015. We are determined to keep that momentum going and ensure that growth continues. Our extensive autumn campaign is now in full swing and aims to take advantage of late booking trends, as there is still plenty of business to play for.” 

The Tourism Ireland campaign was chosen because of its strategic use of local broadcast TV in key markets across the US for travel to Ireland.  The organisers say it beat off competition from submissions by large, medium and small advertising agencies in the US.  Alison Metcalfe (centre), Billy Condon (second right) and Deirdre O’Brien (right), all Tourism Ireland, accepting the EMMA in New York.

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 8.4 million overseas visitors to the island of Ireland, delivering revenue of €4.1 billion. 
  • 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.