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18 Jul 2018

New campaign leverages Open Championship to highlight golf holidays in Northern Ireland

Golf promotion pushes Northern Ireland to the ‘fore’

The eyes of the golfing world are on Carnoustie, as the 147th Open Championship kicks off this week. Tourism Ireland, in conjunction with Tourism NI, has launched a new campaign in the United States to coincide with the tournament, to highlight our world-class golf and to remind American golfers that next year’s Open takes place at our very own Royal Portrush.

The campaign includes a 30-second ad which is airing this week on the hugely popular NBC Golf Channel – reaching millions of households across the US. And email marketing will reach around 560,000 Golf Channel subscribers over the coming weeks. The key message is that Northern Ireland offers some of the best golf in the world and that Royal Portrush will host The Open in 2019.



In addition, two episodes of Ginella's Journeys all about Northern Ireland will re-air during the week after The Open. Ginella’s Journey is a segment on the Golf Channel show Morning Drive, one of the network’s most popular shows.  

Promoting golf holidays in Northern Ireland and around the island of Ireland is a major focus for Tourism Ireland in the United States. 
Niall Gibbons, CEO of Tourism Ireland, 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 in Northern Ireland. In particular, we are highlighting the 148th Open which will take place at Royal Portrush next year. Our message is that Northern 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.

“The United States is an extremely important market for tourism to Northern Ireland and Tourism Ireland is undertaking an extensive programme of promotions throughout 2018, to continue to build awareness of Northern Ireland as a premier vacation destination. Our aim is to build on the success of 2017, when we welcomed around 257,000 North American visitors to Northern Ireland.”


This golf campaign complements Tourism Ireland’s successful ‘Home of Champions’ campaign, which runs on the NBC Golf Channel and on golfchannel.com around the Majors – reminding golfers across the US about our fantastic golf courses where our champions honed and perfected their skills. Tourism Ireland is also promoting our superb golf courses on Ireland.com and through social media. 

The Martin Hall Golf Academy, which takes place at Royal Portrush later this year, is also being highlighted on the Golf Channel, with viewers invited to come and join Martin Hall in Northern Ireland; the academy is also being promoted to some 2 million subscribers to Revolution Golf (digital learning platform owned by NBC) and in Golf Odyssey magazine.
 

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 61,300 jobs.
  • In 2017, we welcomed 2.175 million overseas visitors to Northern Ireland, delivering revenue of £566 million. 
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.

Previous Press Release

16 Jul 2018

Spotlight on the island of Ireland in Florida