New tourism promotion for Dublin to reach up to 10 million potential holidaymakers
A new Tourism Ireland campaign fronted by Irish band Kodaline kicks off in Britain this week. The campaign – in partnership with Vevo, the world’s leading music video and entertainment platform – features a brand new online film with the four band members taking viewers on a journey around their favourite places to shop, eat, drink and hang out in Dublin.
Filming took place at the end of August at various locations around Dublin – including George’s Street Arcade, Temple Bar, the Hairy Lemon pub, the Marker Hotel, Sandymount and The Sugar Club.
The video will be promoted across the Vevo platform in Britain over the coming weeks, with the potential to reach up to 10 million 18 to 34-year-olds – or potential visitors for Dublin. The promotion is designed to appeal to ‘social energisers’, typically young couples or adult groups looking for excitement, new experiences and fun, social holidays somewhere new and different.
Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “Our latest campaign with Vevo and Kodaline promises to be a really great way for us to engage with our target audience of ‘social energisers’ in Britain, raising awareness of some of the many great experiences on offer in Dublin and inspiring them to put a trip to Dublin on their ‘must do’ list this autumn.
“Great Britain is a vital market for tourism to the island of Ireland. It delivers 47% of all overseas visitors and around 30% of all overseas tourism revenue. However, the decline in the value of sterling is certainly a challenge for Irish tourism from Britain right now, which means that competitiveness and the value for money message are more important than ever. Tourism Ireland is rolling out a really extensive programme of promotions this autumn – to keep the island of Ireland ‘front of mind’ with British travellers.”
A similar campaign for Belfast will be announced over the coming weeks.
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.