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08 Nov 2016

Promoting Dublin to 1.5+ million ‘social energisers’ via Time Out in London

Tourism Ireland promotion highlights Dublin for the “ultimate New Year’s Party”

Tourism Ireland’s latest promotion to highlight Dublin is under way this week. It involves a partnership with Time Out in London – reaching the magazine’s 1.1 million readers with a great article on “Dublin – the perfect winter break”. The promotion also includes digital activity, which will target a further 550,000 people – through a special Dublin section on Time Out online, blog posts and email marketing.

The main theme of the article in Time Out magazine is Dublin’s fantastic New Year’s Festival. It describes Dublin as “an energetic city with a lively social scene year-round” and the New Year’s Festival as “three days of some of Ireland’s best contemporary music, culture and arts”. It also includes tips on great places to eat, drink and shop – including places like Brother Hubbard, Dax, the Porterhouse and Dublin Vintage Factory.

Julie Wakley, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted to partner with Time Out, to encourage Londoners to consider a winter or New Year’s break in Dublin. With 1.1 million readers of the magazine and a further 550,000 readers on line, it’s an ideal platform to reach our important ‘social energiser’ audience. 

“Since the UK referendum on Brexit, Tourism Ireland has been closely monitoring developments in the British outbound travel market. As our nearest neighbour and our largest market for overseas tourism, Britain will remain a priority for us.”


Tourism Ireland’s partnership with Time Out is just one element of the organisation’s busy autumn promotional programme, which is in full swing right now. The programme aims to boost late-season travel to the island of Ireland – from Britain and elsewhere around the world. The September to December period usually yields as much as 30% of Ireland’s overseas tourism business.
 

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 9.5 million overseas visitors to the island of Ireland, delivering revenue of €4.9 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted about 16.5 million visitors in 2015.