Tourism Ireland launches national TV campaign to grow tourism in 2017 from the all-important US market
Tourism Ireland will launch its first national TV campaign in the United States in over seven years. Today (Monday, 16 January) sees the beginning of a month-long TV campaign which will reach an estimated 255 million potential American holidaymakers.
The TV campaign will run on TV channels which resonate with our important ‘culturally curious’ audience, including the History channel, Food Network, Discovery Channel, National Geographic and BBC America. The campaign – which features Tourism Ireland’s new 30-second ad
highlighting the island of Ireland – will run for four weeks in tandem with social activity and an extensive online advertising campaign, designed to stimulate spring and summer travel.
The latest Tourism Ireland campaign aims to build on the fourth record-breaking year in a row for Irish tourism from the United States. In 2016, we welcomed about 1.6 million American and Canadian visitors to the island of Ireland (up +13% on 2015), delivering revenue of €1.4 billion for the economy (+11% on 2015).
Tourism Ireland’s goal is to ensure that growth from the all-important, high-spending US market continues in 2017 and will roll out an extensive programme of promotions right throughout the year. The organisation is targeting growth of +6% in visitors from North America to Ireland this year. Key factors working in our favour include more airline seats than ever before between the US and Ireland, with a number of new flights and expanded services in the pipeline for this year; a strong dollar; as well as ongoing investment in world-class vacation experiences which appeal to American travellers, including the Wild Atlantic Way, Ireland’s Ancient East, Dublin, the Causeway Coastal Route and Titanic Belfast.
Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We’re excited to kick off our 2017 promotional programme with a high impact, national TV campaign, to continue to build awareness of the island of Ireland as a premier and ‘must visit’ vacation destination. In 2017, Tourism Ireland will create ‘stand out’ for Ireland in the US, highlighting iconic experiences like the Wild Atlantic Way, the Causeway Coastal Route, Ireland’s Ancient East, Belfast and Dublin. Screen tourism will also remain a priority, as we continue to capitalise on our connections with Star Wars and Game of Thrones.”
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 18 million visitors in 2016.