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27 Oct 2017

Newspapers in New York and Boston ‘wrapped’ in Northern Ireland

850,000 American commuters targeted in new Tourism Ireland promotion for Northern Ireland

Tourism Ireland ‘wrapped’ Metro newspapers with Northern Ireland in New York and Boston this week. An attractive, four-page wrap highlighted holidays here and great value airfares with Norwegian to about 850,000 commuters in both cities. 

It’s all part of a new Tourism Ireland promotion with Norwegian, to promote flights to Belfast from Boston/Providence and New York and to highlight Northern Ireland in the all-important US market. The wraps invited commuters in both cities to “Fly to Northern Ireland for as little as $99 one way”. They featured eye-catching photos of places like Belfast City Hall, the Dark Hedges, Titanic Belfast, Royal Portrush and the Giant’s Causeway.  

As well as the Metro wraps, the campaign also includes:
  • full-page Northern Ireland ads in Metro newspapers in New York and Boston (the next ad will run on Monday, 30 October);
  • email marketing highlighting Northern Ireland to Metro subscribers;
  • double-page spreads in the travel section of Metro in both cities (one full-page travel article about Northern Ireland and one full-page ad).
This campaign with Norwegian is just one element of Tourism Ireland’s extensive promotional programme aimed at boosting travel to Northern Ireland from the United States.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We are delighted to partner with Norwegian to maximise the promotion of the new flights to Belfast. Our aim is to raise awareness of the new ease of access to Northern Ireland from Boston and New York and to help drive bookings for both services. As an island destination, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism.

“The United States is an extremely important market for tourism to Northern Ireland and Tourism Ireland has been undertaking an extensive programme of promotions throughout 2017, to continue to build awareness of Northern Ireland as a premier vacation destination. 2017 looks set to be another good year for tourism from the United States and Canada, with the latest NISRA figures confirming almost 100,000 visitors to Northern Ireland from North America during the January to June period this year – an increase of +8% when compared to the same period in 2016.”


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports 61,300 jobs.
  • In 2016, we welcomed a record 2.1 million overseas visitors to Northern Ireland, delivering revenue of over £543 million. 
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted about 19.37 million visitors in 2016.