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30 Oct 2017

Tourism Ireland partners with The Weather Network in Canada

2+ million Canadians to see ads for Northern Ireland

Tourism Ireland in Canada has teamed up with The Weather Network, in an exciting new collaboration to promote Northern Ireland, which will run until mid-November. 

Canadians – like ourselves – love to chat about the weather, as evidenced by the 1.46 million followers of The Weather Network’s Twitter account. This tourism promotion aims to inform Canadians about the weather in Northern Ireland and how the off-season months can be the perfect time to visit, with lots of great festivals and events happening.

The campaign includes four different TV ads which will run on The Weather Network over the coming weeks, reaching more than 2 million viewers. Filming for the TV ads took place here over the weekend – in Belfast, during a Belfast Food Tour with Phil Ervine and in the Titanic Quarter; as well as in Londonderry, during the Banks of the Foyle Festival. 

The Weather Network broadcast live over the weekend – via Facebook Live (539,000 fans) and Instagram Stories (53,000 followers) – from Belfast and the Banks of the Foyle Carnival. The campaign will also include other extensive social activity over the coming weeks, with the TV ads set to be shared on Twitter by The Weather Network (1.46 million followers) and by the channel’s reporter Rachel Schoutsen (6,000+ followers). 

To coincide with The Weather Network promotion, Tourism Ireland is also running a competition with Air Canada – be in with a chance to win a trip for two people to the island of Ireland. The competition will be highlighted via online advertising, a dedicated webpage and The Weather Network’s social channels – reminding Canadian travellers how easy it is to get here. 

Dana Welch, Tourism Ireland’s Manager Canada, said: “We are excited about our new partnership with The Weather Network, which promises to be a great way to showcase Northern Ireland. Our aim is to raise awareness of some of the many unique experiences on offer here and to inform the viewers and followers of The Weather Network that the off-season months can be a great time to visit.”
  Odhran Dunne, Visit Derry; Yan Theoret, The Weather Network; local chef Emmett McCourt; Rachel Schoutsen, The Weather Network; and Dana Welch, Tourism Ireland, during filming on Londonderry’s historic walls.

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 www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted about 19.37 million visitors in 2016.