To celebrate the launch of Colm Toibín’s new book House of Names
, Tourism Ireland has teamed up with Penguin Books, to highlight Dublin and our literary heritage to ‘culturally curious’ travellers around Britain.
The month-long promotion
includes email marketing to the Penguin Books database of about 235,000 subscribers, social media promotions to about 2 million followers on Facebook and Twitter) and a competition to win a trip to Dublin.
Julie Wakley, Tourism Ireland’s Head of Britain, said: “Great Britain is a vital market for tourism to the island of Ireland. It delivers 47% of all overseas visitors and around 30% of all overseas tourism revenue. However, the decline in the value of sterling is certainly a challenge for Irish tourism from Britain this year, which means that competitiveness and the value for money message are more important than ever. Tourism Ireland is placing a greater focus on our ‘culturally curious’ audience, who are less impacted by currency fluctuations. We are also undertaking an expanded partnership programme with partners, communicating a strong price-led message.”
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 281,000 people across the island.
- In 2016, we welcomed approximately 10.3 million overseas visitors to the island of Ireland, delivering revenue of about €5.3 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.