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17 Jun 2016

2+ million Britons targeted in new Tourism Ireland promotion with Secret Escapes

Tourism Ireland’s latest campaign to promote the island of Ireland in Britain sees the organisation team up with Secret Escapes, an exclusive members-only travel club.

The campaign is encouraging people in Britain to get booking their holiday or short break to the island of Ireland now and includes:
  • a two-page article, with stunning photography, in the June edition of National Geographic magazine (1.7 million readers);
  • a specially created section on the website of Secret Escapes, highlighting Ireland’s Ancient East, the Wild Atlantic Way and Northern Ireland’s Year of Food and Drink;
  • online ads on the websites of Secret Escapes and National Geographic, with links straight to the Ireland section of Secret Escapes and special offers, to ‘close the sale’;
  • email marketing to some 500,000 customers of Secret Escapes – bringing Ireland to the attention of the high end, luxury-loving customers of the exclusive travel club; and
  • a competition element, with a chance to win a trip to the island of Ireland, as well as a Canon camera, to experience – and photograph – their holiday experience here!
The partnership with Secrets Escapes is just one element of Tourism Ireland’s extensive marketing campaign in Britain this year, which is in full swing right now.

Vanessa Markey, Tourism Ireland’s Head of Great Britain, said: “Our latest campaign should prove to be a great way for us to reach a new audience in Britain, the customers of Secret Escapes, who include two of our key target segments, the ‘culturally curious’ and ‘great escaper’ holidaymakers. Throughout 2016, Tourism Ireland is placing a major focus on highlighting Ireland’s Ancient East, Northern Ireland’s Year of Food and Drink and the Wild Atlantic Way, engaging prospective holidaymakers through our promotions with the wonderful experience that a holiday on the island of Ireland can offer them.

“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 February to April, showing growth of almost +19% – an extra 150,100 British visitors compared with the same three-month period in 2015. We are determined to keep the momentum going and ensure that growth continues.”

  Advertorial in National Geographic magazine.

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 www.ireland.com, 29 market sites available in ten language versions around the world, which attracted about 16.5 million visitors in 2015.

 

Previous Press Release

16 Jun 2016

Creating business links with Germany