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20 Apr 2018

The Italian job for Ireland! 17 million Italians see Ireland ads on metros and buses and in airports

Tourism Ireland teams up with top Italian tour operator for new tourism campaign

Tourism Ireland has teamed up with Francorosso, one of Italy’s leading tour operators, in a new campaign to grow tourism from Italy this summer. 

It’s a four-week, “moving TV” campaign – with an Ireland video playing on almost 3,500 screens in 72 metro stations and on board 69 metro trains, in the cities of Milan, Rome and Brescia; the video will also be played on 500 buses in Milan and on around 280 screens in 13 different airports around Italy. The campaign, which also includes email marketing and social media, will reach an estimated 17.2million Italians, or potential holidaymakers for Ireland, each week of the campaign. It will promote the Ireland holiday programmes of Francorosso and drive bookings for this summer with an attractive package offer. 

Niamh Kinsella, Tourism Ireland’s Manager Italy, said: “2017 was the best year ever for tourism from Italy to Ireland, when we welcomed around 363,300 Italian visitors, up +5.5% on 2016. Tourism Ireland is determined to ensure that success continues and we have an extensive programme of promotions under way in Italy again in 2018. Co-operative campaigns with key partners, like this one with Francorosso, are an important element of that programme, to boost travel to Ireland in 2018.” 

Ireland ad in a Milan metro station.

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.