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08 Jun 2017

Calling Australian Millennials! Tourism Ireland teams up with AWOL in Australia

Tourism Ireland in Australia has teamed up with AWOL, a popular mobile-first travel publication which targets Millennials – highlighting the island of Ireland as a vibrant, ‘must visit’ destination to hundreds of thousands of Australian ‘social energisers’. 

The month-long campaign include two articles on AWOL, highlighting our driving routes – including the Wild Atlantic Way, Causeway Coastal Route and Ireland’s Ancient East – as well as some of our top experiences. The articles will be promoted via AWOL’s social channels, email marketing to the AWOL database and through digital ads across the AWOL site, driving potential visitors to the ‘social energiser’ pages of  

Sofia Hansson, Tourism Ireland’s Manager Australia & New Zealand, said: “Our latest promotion with AWOL should prove to be a really effective way of engaging with our target audience of ‘social energisers’ in Australia – helping to really bring our message of fun and excitement to life. We want to show them that Ireland is a unique and different destination on the edge of Europe – and inspire them to begin planning their holiday to Ireland very soon. 

“In 2016, we welcomed more than 200,000 visitors from Australia and New Zealand to Ireland. And, the good news is that the most recent CSO figures confirm growth of almost +9% for February to April 2017. Tourism Ireland is rolling out an extensive programme of marketing activity throughout 2017 and co-operative promotions with important travel partners like AWOL are a key part of that programme.”

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.