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May

13 May 2016

9+ million to see promotion for South East in Britain

Tourism Ireland teams up with Irish Ferries to grow tourist numbers to the South East

Tourism Ireland has teamed up with Irish Ferries to promote its Pembroke to Rosslare ferry service. A joint campaign – supported by Wexford, Waterford and Kilkenny County Councils – is under way right now and will run until 22 May.

The campaign includes:
  • press ads in national newspapers – including the Guardian, The Sunday Times, Mail on Sunday, Daily Express and Daily Telegraph – which will reach an estimated 8.9 million people;
  • highly visible outdoor ads at 13 sites in nine different railway stations in England and Wales, which are within easy reach of Pembroke – including Plymouth, Cardiff, Swansea and Slough;
  • online ads on premium news sites, targeting people living in cities in South Wales and in the Home Counties of England – encouraging them to visit, and then book on, a specially-created Ireland’s Ancient East page on the Irish Ferries website;
  • Facebook ads targeting couples aged 45+ living in South Wales and southern England;
  • email marketing to the Tourism Ireland database (350,000 subscribers) and to the Irish Ferries database.
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Print ad highlighting the Sunny South East in major titles like the Guardian, The Sunday Times and the Daily Telegraph.

As well as highlighting attractive fares and ease of access, the ads are encouraging potential visitors to “Drive Through History”, reminding them that “there’s 5,000 years of history to explore in Ireland’s Ancient East”. 

Julie Wakley, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted to partner with Irish Ferries to maximise the promotion of the service from Pembroke to Rosslare. Our aim is to boost car touring visitor numbers to the South East and Ireland this summer; visitors 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 Q1 showing a +17% increase in visitors from Britain. 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.

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