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07 Apr 2016

Tourism Ireland capitalises on Masters ‘hype’ with new campaign to highlight golf holidays on the island of Ireland

Golf promotion is ‘hole in one’ for tourism – reaching 9+ million households

As the 80th US Masters gets under way in Augusta today, Tourism Ireland has launched a new golf campaign in the United States, which includes a brand new 30-second ad which will air to an estimated 8 million households over the coming days on the hugely popular NBC Golf Channel. A further 1.2 million people will see the ad on

Tourism Ireland aims to build on its successful ‘Home of Champions’ campaign, reminding golfers across the US about our fantastic golf courses where our champions – including Rory McIlroy, Pádraig Harrington, Graeme McDowell, Shane Lowry and Darren Clarke – honed and perfected their skills. This evening (7 April), Tourism Ireland will host its annual ‘Meet the Irish’ media event at the US Masters – highlighting our world-class golf, as well as the news that Royal Portrush will host The Open in 2019, to influential golf journalists from right around the United States.

To view Tourism Ireland’s new TV ad, click here. The ad will also air in the US later this year around other Major championships, Olympics golf coverage and the Ryder Cup.  

Promoting golf holidays on the island of Ireland is a major focus for Tourism Ireland in the United States.
Alison Metcalfe, Tourism Ireland’s Head of North America, said: “Tourism Ireland has an extensive programme of promotions under way this year, to highlight our world-class golf and encourage more Americans to consider a golfing vacation on the island of Ireland. Our message is that Ireland offers American golfers the complete package – with some of the very best golf in the world, stunning scenery and the warmest of welcomes.”

Tourism Ireland is also promoting our superb golf courses on and through social media. The organisation has invited influential American golf writers to visit the island of Ireland this year; and will have a presence at a number of other high profile golf events this year.


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.