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21 Sep 2017

Ireland comes to New York and Beverly Hills through new partnership

Tourism Ireland teams up with luxury retailer Saks Fifth Avenue

Tourism Ireland is teaming up with the iconic Saks Fifth Avenue in New York and Beverly Hills this week, in an exciting new collaboration which will run until 5 October.

Eye-catching window installations and in-store displays in the Saks Fifth Avenue flagship locations in New York and Beverly Hills are showcasing the island of Ireland – including Dublin, Ireland’s Ancient East, Northern Ireland, the Wild Atlantic Way and the country’s world-class golf. In addition, a double-page spread all about Ireland is featured in the Saks Fifth Avenue fall fashion book – which reaches customers in stores, through direct mail and via saks.com. 

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We are excited about our new partnership with Saks Fifth Avenue, which promises to be a great way for us to showcase the island of Ireland and connect with our target audience in the United States. Working with such an iconic US brand will help us raise awareness for some of the many unique experiences to be enjoyed around the island of Ireland, inspiring American travellers to put a trip to the island of Ireland on their ‘must do’ list.”

Social media activity via Saks and Tourism Ireland channels is highlighting the partnership and a competition to win a trip to the island of Ireland, as did an in-store event – with Irish music and food – for SaksFirst card members earlier this week. And, the 2017 Saks Holiday Gift Guide will feature a luxury trip to Ireland, which may be purchased by customers with SaksFirst points.

Tourism Ireland has prioritised North America for 2017, as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. 

Alison Metcalfe continued: “Visitor numbers from North America for the first seven months of 2017 are strong, up +17.4% on the same period last year. Tourism Ireland has prioritised North America for 2017, as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. A number of factors are working in our favor, including more airline seats than ever before, making getting to Ireland easier than ever from 20 gateway cities across North America.”
  Eye-catching window installations in Saks Fifth Avenue in New York, showcasing the island of Ireland.

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.