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04 May 2016

May the Fourth be with you! “Star Wars Day” promotion highlights the Wild Atlantic Way and Ireland

Tourism Ireland capitalises on unofficial Star Wars holiday – promoting its ‘behind-the-scenes’ Star Wars film in 10 countries

Today (May 4th) is commonly known as “Star Wars Day” – a special day of celebration for fans of the science fiction franchise everywhere. Tourism Ireland is taking advantage of this unofficial Star Wars holiday, giving an extra promotional push to its recently launched ‘behind-the-scenes’ Star Wars film.

Using #MayThe4thBeWithYou, Tourism Ireland will promote its specially commissioned film via Twitter and Facebook in ten different countries – including Britain, the United States, Canada, Italy, Spain, the Netherlands, Denmark, Sweden, Australia and New Zealand. May 4th is the date chosen by fans to celebrate Star Wars because of the easy pun on the famous catchphrase “May the Force be with you” (“May the Fourth be with you”) to declare their love of the franchise.

Over the next 24 hours, Tourism Ireland will target Star Wars fans through its social media channels – reminding them of the film’s connection with Ireland – with messages like:
  • Luke speaks! Hear what he said about that Irish island from #StarWars The Force Awakens
  • Happy #StarWars Day! Get behind the scenes in Ireland with Luke, Rey and more
  • May the 4th be with YOU! Go behind the scenes of #StarWars in Ireland with Luke and more!
Tourism Ireland commissioned Lucasfilm to create its special ‘behind-the-scenes’ film during the filming of Star Wars: The Force Awakens on Skellig Michael in 2014. In the film, Star Wars actors, director JJ Abrams and other crew members discuss why they chose this special location for filming. It has already been viewed on YouTube and Facebook more than 2 million times. To view the film, click here.  

Niall Gibbons, CEO of Tourism Ireland, said: “Star Wars: The Force Awakens has been breaking box office records everywhere and Tourism Ireland continues to capitalise on all of the positive exposure, highlighting the Star Wars connection with Ireland and bringing the magnificent scenery of Skellig Michael and the Wild Atlantic Way to the attention of millions of people around the world.”


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.