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02 Aug 2016

20+ million Britons see promotion for car touring holidays in Ireland

Tourism Ireland teams up with Irish Ferries to highlight the Wild Atlantic Way and Ireland’s Ancient East

Tourism Ireland has teamed up with Irish Ferries to promote car touring holidays along the Wild Atlantic Way and around Ireland’s Ancient East. A joint campaign – targeting our important ‘culturally curious’ audience – is under way right now in Britain.

The two-month campaign will reach more than 20 million potential British holidaymakers, inviting people looking for the perfect road trip to come and follow the Wild Atlantic Way or to explore Ireland’s Ancient East and reminding them how easy it is to reach Ireland – “the drive to beat them all”. It is highlighting ease of access between Britain and Ireland, on Irish Ferries services from Pembroke to Rosslare and from Holyhead to Dublin.

The campaign includes:
  • a partnership with the Guardian online which features an article titled “10 stunning spots in Ireland – in pictures” and the chance to win a five-night holiday in Ireland;
  • radio ads on Classic FM, Heart and Smooth Radio – which will reach an estimated 2.28 million listeners;
  • ads in national newspapers, including titles like the Daily Mail, Daily Express, Daily Telegraph, The Sunday Times, The Sunday Telegraph and the Mail on Sunday, which will be seen by an estimated 14.5 million readers; and
  • online ads on popular sites, as well as ads on Facebook.
Julie Wakley, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted to partner with Irish Ferries once again, to maximise the promotion of services from Pembroke to Rosslare and from Holyhead to Dublin. Our aim is to continue to raise awareness of Ireland’s Ancient East and the Wild Atlantic Way and to boost car touring visitors to Ireland. We know that people who bring their car here on holidays tend to stay longer, spend more and are more likely to visit more than one region.  

“Great Britain is the largest market for tourism to the island of Ireland and we have seen excellent growth in British visitor numbers so far again this year, with the most recent CSO figures for January to June showing a +16% increase. We are undertaking an extensive programme of promotions throughout 2016, to keep the momentum going and build on that growth.”


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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 2015, we welcomed more than 9.3 million overseas visitors to Ireland, delivering revenue of about €4.7 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in ten language versions around the world, which attracted more than 16.6 million visitors in 2015.