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09 Nov 2016

Tourism Ireland unveils new campaign with Mashable – highlighting Dublin to ‘social energisers’ in GB

Tourism promotion for Dublin to reach 40,000 potential holidaymakers

Tourism Ireland in London has teamed up with Mashable, the ‘go to’ site for entertainment and tech information, in a new campaign highlighting Dublin to its important ‘social energiser’ audience.

The promotion, which will reach about 40,000 people across Great Britain, includes a specially-created page on Mashable, where people can check out “The Ultimate Guide to Dublin this winter” – highlighting some of the city’s ‘hotspots’ with tips and suggestions for great places to eat, drink and visit. It also features some special offers, to get people to travel to Dublin over the coming months, with a particular focus on Dublin’s spectacular New Year’s Festival. 

Click here to view the promotion.

Given that over 50% of Mashable’s audience is aged 18-34, this promotion is designed to appeal to ‘social energisers’ – typically young couples or adult groups looking for excitement, new experiences and fun, social holidays somewhere new and different. It’s reminding those social energisers that “winter in Dublin is filled with unique events and activities around every corner” and that it’s “a perfect place to soak up the culture of Ireland for a weekend, with one-of-a-kind experiences you won’t encounter anywhere else”.

This Dublin promotion will also be highlighted by Mashable on its social channels – including Twitter and Facebook; and by Tourism Ireland on Twitter (70,400 followers).  

Julie Wakley, Tourism Ireland’s Deputy Head of Great Britain, said: “Our latest campaign with Mashable should prove to be a great way for us to reach our target audience of ‘social energisers’, raising awareness of some of the many fantastic experiences on offer in Dublin, really bringing our message of fun and excitement to life and inspiring them to put a trip to Dublin on their ‘must do’ list this winter.”

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, 29 market sites available in 11 language versions around the world, which attracted about 16.5 million visitors in 2015.