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06 Apr 2018

Oh là là! Ireland takes to the Paris metro in new tourism campaign

18 million commuters see ads highlighting great airfares to Dublin with French airline Transavia

Millions of French commuters are seeing ads for Ireland as they pass through the busy metro stations of Paris this month. Tourism Ireland in Paris has teamed up with French airline Transavia (the low cost airline owned by the Air France-KLM group) to highlight holidays and short breaks in Ireland for 2018.

The campaign with Transavia includes ads on almost 500 screens in metro stations around the French capital, highlighting great value fares to Dublin from Paris, which are grabbing the attention of commuters with a beautiful image of the Cliffs of Moher – and reminding them why they should put Ireland on their holiday wish-list for 2018. The campaign also includes a strong push on social channels, including Facebook and Instagram.

France is one of the top four markets for tourism to the island of Ireland and 2017 was the fifth record-breaking year in a row for French visitors to Ireland.

Monica MacLaverty, Tourism Ireland’s Manager Southern Europe, said: “2017 was the best year ever for tourism from France to the island of Ireland, when we welcomed around 550,000 French visitors. In 2018, we are rolling out another extensive programme of promotional activity, to keep the momentum going and build on that growth. 

“An important element of that programme is working with key partners like Transavia. As an island, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism. Tourism Ireland is committed to working with Transavia, Dublin Airport and other tourism interests, through co-operative marketing, to drive demand for the flight from Paris to Dublin – as we work with other carriers and partners to promote and help maintain vital routes and services to the island."

Ease of access from France to the island of Ireland, as well as value for money, are two important messages for Tourism Ireland in France this year. There is excellent access from France by air and sea – include the new daily Air France flight from Paris to Cork; the extra Brittany Ferries sailing between Roscoff and Cork each week; and the new Irish Ferries cruise ferry, the WB Yeats, which will mean double the current number of sailings from France to Ireland, with daily departures in alternate directions. 

Ads in metro stations around Paris, highlighting good value fares to 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 2017, we welcomed approximately 10.65 million overseas visitors to the island of Ireland, delivering revenue of about €5.78 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.