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13 Apr 2017

Ciao Irlanda! Almost 19 million Italians will see Ireland ads in Rome, Milan and Brescia – as part of new tourism campaign

Almost 19 million Italians will be seeing ads for Ireland in metro stations in Rome, Milan and Brescia, as well as in 13 different airports around Italy, over the coming weeks. It’s all part of a brand new Tourism Ireland campaign with Boscolo Tours, one of Italy’s leading tour operators. 

It’s a “moving TV” campaign – with a Wild Atlantic Way video playing on more than 3,400 screens in 72 metro stations and on board 69 metro trains, in the cities of Milan, Rome and Brescia; the video will also be played on almost 300 screens in 13 different airports around Italy. The campaign also includes email marketing and social media. 

The aim of the campaign is to continue to grow tourism from Italy, promoting the Ireland holiday programmes of Boscolo Tours and driving bookings for this summer with an attractive package offer. 

Niamh Kinsella, Tourism Ireland’s Manager Italy, said: “2016 was the best year ever for tourism from Italy to Ireland, when we welcomed almost 345,000 Italian visitors, up +7% on 2015. Tourism Ireland is determined to ensure that success continues and we have an extensive programme of promotions under way in Italy in 2017. Co-operative campaigns with key partners, like this one with Boscolo Tours, are an important element of that programme, to boost travel to Ireland in 2017.” 

Co-operative campaigns with other key Italian partners like Logitravel and Francrorosso are in the pipeline for the coming weeks. 


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 2016, we welcomed approximately 10.5 million overseas visitors to the island of Ireland, delivering revenue of about €5.4 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted 19.37 million visitors in 2016.