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18 Sep 2017

2 million to see promotion for Northern Ireland in GB

Tourism Ireland teams up with BMI Regional to encourage GB travellers to come and discover the walled city of Derry and Northern Ireland

Tourism Ireland has teamed up with BMI Regional, to promote flights to City of Derry Airport from London Stansted and to highlight short breaks and holidays in Londonderry, along the Causeway Coastal Route and around Northern Ireland.

Working closely with airlines and airports to build demand for flights is a key priority for Tourism Ireland and this campaign will reach our important ‘culturally curious’ and ‘great escaper’ audiences in GB. The campaign will run until early November and includes radio ads – reaching some 1.2 million listeners on stations like Heart Essex, Heart Kent and Smooth London. It also includes online advertising, including a ‘takeover’ of the popular travel section of the online version of the London Evening Standard. As well as highlighting ease of access, the ads are encouraging GB holidaymakers to “Meet the LegenDerry city”.  

Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “We are delighted to partner with BMI Regional once again, to maximise the promotion of the flight from London Stansted to City of Derry Airport. Our aim is to boost visitor numbers to Londonderry and Northern Ireland over the coming months. We have an extensive programme of promotions under way this autumn, which includes expanded partnership activity with partners, like this campaign with BMI Regional, communicating a strong price-led message.”

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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.