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04 Apr 2016

Ireland goes underground – to inspire millions of Paris commuters

660 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 in France has teamed up with a leading online travel agent – Go Voyages – once again this year for a joint promotional campaign. Some 660 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 2016.

The campaign also includes advertising in Direct Matin (free daily newspaper), radio ads on the Chante France radio station, online advertising and a dedicated Ireland page on the Go Voyages website.

France is one of our top four tourism markets, delivering about 505,000 visitors to Ireland last year (+11% growth on 2014). Elmagh Killeen, Tourism Ireland’s manager for southern Europe, said: “2015 was the third consecutive record-breaking year for French visitors to Ireland and we are undertaking an extensive programme of promotions throughout 2016, 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.”

Co-operative campaigns with other key partners like Brittany Ferries, Transavia, Irish Ferries and EasyJet are either under way or in the pipeline for the coming weeks.

Billboard ads in Paris metro, highlighting the Wild Atlantic Way and Causeway Coastal Route and attractive offers for a weekend break.

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 220,000 people.
  • In 2015, we welcomed approximately 9.3 million overseas visitors to the island of Ireland, delivering revenue of about €4.7 billion.
  • Tourism Ireland’s international website is, 29 market sites available in ten language versions around the world, which attracted about 16.5 million visitors in 2015.