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05 Apr 2018

Tourism Ireland capitalises on Masters ‘hype’ with new campaign to highlight golf holidays on the island of Ireland

Golf promotion is ‘hole in one’ for tourism

As the 82nd US Masters gets under way in Augusta today, Tourism Ireland has launched its latest golf campaign in the United States. It includes a 30-second ad which will air to an estimated 6.5 million households over the coming days on the hugely popular NBC Golf Channel. And, a further 1.2 million people will see messages about golf in Ireland online, on 

Tourism Ireland aims to build on its successful ‘Home of Champions’ campaign, reminding golfers across the US about our fantastic golf courses where our champions – including Rory McIlroy, Pádraig Harrington, Graeme McDowell and Darren Clarke – honed and perfected their skills. This evening (5 April), Tourism Ireland will host its annual ‘Meet the Irish’ media event at the US Masters – highlighting our world-class golf to influential golf journalists from right around the United States. Key messages will include the fact that Ballyliffin is home to the 2018 Irish Open and that Royal Portrush will host The Open in 2019.

The ad will also air in the US later this year, around other Major championships and around relevant TV shows.  

Promoting golf holidays on the island of Ireland is a major focus for Tourism Ireland in the United States. 
Alison Metcalfe, Tourism Ireland’s Head of North America, said: “Tourism Ireland has an extensive marketing programme under way this year, to highlight our world-class golf and encourage more Americans to consider a golfing vacation on the island of Ireland. In particular, we are highlighting the 2018 Irish Open at Ballyliffin and the 148th Open which is set to take place at Royal Portrush next year. Our message is that Ireland offers American golfers the complete package – with some of the very best links golf in the world, stunning scenery and the warmest of welcomes.

“Tourism Ireland has prioritised North America for 2018, as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. Our aim is to deliver a +5% increase in visitor numbers and +7% increase in revenue from North America this year. A number of factors are working in our favour, including more airline seats than ever before from the US, as well as the strength and competitiveness of the vacation experience right around the island of Ireland.'' 

Tourism Ireland is also promoting our superb golf courses on and through social media. The organisation has invited influential American golf writers to visit the island of Ireland this year; and had a significant presence at the PGA Show, earlier this year in Orlando.

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.

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