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01 Feb 2016

1.6 million Americans see Ireland’s Ancient East promotion in New York, Boston and Chicago

Some 1.6 million Americans are seeing a brand new promotion for Ireland’s Ancient East – on television each week in New York, Boston and Chicago.

The promotion is part of a Tourism Ireland partnership with PBS (Public Broadcasting Service – the public TV network), which involves Tourism Ireland sponsoring the sixth, and final, series of the hugely popular Downton Abbey, through a specially-created 30-second promotion for Ireland’s Ancient East. Downton Abbey has been the most successful programme ever for PBS – and is watched by about 1.6 million people each week in New York, Boston and Chicago alone. The promotion features places like Glendalough, Newgrange, Kilkenny Castle, Powerscourt House and Gardens and Castletown House and will run until the end of February.

To view the promotion, click here.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We are delighted to continue our partnership with PBS again this year, which is an excellent platform to reach our target audience of ‘culturally curious’ holidaymakers. 2015 was the third record-breaking year in a row for visitor numbers to Ireland from North America, when we welcomed more than 1.5 million visitors. Tourism Ireland will roll out an extensive programme of promotional activity again this year – to keep the momentum going and build on that growth. Ireland’s Ancient East will play an important part in our promotions in 2016.”

Tourism Ireland is also highlighting Ireland’s Ancient East with two new online ads in 23 different markets – reaching millions of prospective holidaymakers worldwide. As well as the online ad, a specially created Ireland’s Ancient East page features on Tourism Ireland’s international website, Ireland.com, which has attracted more than 16.6 million visitors in 2015; and social media is also helping to spread the word about this part of Ireland.

 

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 8.6 million overseas visitors to Ireland, delivering revenue of about €4.2 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in ten language versions around the world, which attracted about 16.5 million visitors in 2015.