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01 Jun 2017

Spotlight on the island of Ireland on Spanish TV, cinema screens, buses and in metro stations

New campaign targets millions of Spaniards for holidays in Ireland

Millions of commuters in Spain are seeing eye-catching ads for the island of Ireland in metro stations and on buses operating around Madrid. It’s all part of Tourism Ireland’s latest promotion in Spain to highlight the island of Ireland as the ideal choice for a summer holiday. The campaign – in conjunction with Logitravel, the third largest online travel agent in Spain – will reach millions of Spaniards between now and the end of July, taking advantage of late booking patterns among Spanish holidaymakers.

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The extensive campaign includes:
  • Ireland adverts on national TV, which will be seen by an estimated 8 million Spaniards; 
  • ads on cinema screens in Madrid running around popular films, which will reach more than 832,000 people;
  • billboard ads in over 50 metro stations, as well as ads on buses operating in the Spanish capital, which will be seen by millions of commuters;
  • ads in national newspapers like El País and La Razón, reaching almost 8 million readers, as well as extensive digital activity. 
Spain is an important market for tourism to the island of Ireland and travel by Spaniards to Ireland has grown significantly over the past 16 years – going from just 90,000 Spanish visitors in 2000 to a record 395,000 in 2016. Tourism Ireland is determined to ensure that growth continues and is rolling out a busy programme of promotions right throughout 2017. 

Barbara Wood, Tourism Ireland’s Manager in Spain, said: “2016 was the best year ever for Spanish visitor numbers to Ireland. And, the good news is that the most recent CSO figures confirm growth of +10.4% for February to April 2017. Tourism Ireland is rolling out an extensive programme of promotional activity throughout 2017. We’ve been partnering with Logitravel since 2012 and our joint campaigns have delivered extremely strong results, so we’re delighted to work with them again in 2017.”

Factors working in our favour for travel from Spain this year include strong air connectivity, with a significant increase in the number of direct flights to Ireland over the past few years; and interest in visiting Ireland remains high among Spanish travellers, with Spaniards consistently ranking Ireland in their ‘top ten’ destinations to visit. Also, more than 20% of all Spanish visitors to Ireland arrive in the off-season or Q4 – a real opportunity to win business at a time when there is capacity here in accommodation and other tourism facilities.
  Ad in Madrid metro station.

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.