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13 Feb 2017

20 million French to see the island of Ireland on national TV

Tourism Ireland launches major TV campaign to grow tourism in 2017 from France

Tourism Ireland has launched a major TV advertising campaign in France. The six-week campaign, which kicked off over the weekend, will reach almost 20 million potential French holidaymakers on the country’s three main TV channels – TF1, France2 and France3 – as well as on a range of popular cable channels. 

The campaign includes Tourism Ireland’s new 30-second ad highlighting the island of Ireland, as well as ads for Northern Ireland and the Wild Atlantic Way, targeting our important ‘culturally curious’ audience. The ads will run on prime time TV around the Six Nations French matches and news programmes, as well as on catch-up TV and video websites – encouraging French holidaymakers to put the island of Ireland on their holiday ‘wish-list’ for 2017. 

The campaign also includes a busy programme of email marketing, social activity and publicity, as well as co-operative promotions with key partners like Brittany Ferries, Irish Ferries, Odigeo, Transavia, Aer Lingus, Ryanair and Stena Line.

France is one of the top four markets for tourism to the island of Ireland and 2016 was the fourth record-breaking year in a row for French visitors to Ireland.

Monica MacLaverty, Tourism Ireland’s Manager for Southern Europe, said: “2016 was the best year ever for tourism from France to the island of Ireland, when we welcomed more than 500,000 French visitors for the first time ever. We’re delighted to have launched our high impact TV campaign, to continue to build awareness of Ireland as a premier and ‘must visit’ vacation destination for 2017. This year, Tourism Ireland will continue to create ‘stand out’ for Ireland in France, highlighting iconic experiences like the Wild Atlantic Way, the Causeway Coastal Route, Ireland’s Ancient East, Belfast and Dublin.”
 

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 www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted 19.37 million visitors in 2016.