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12 Mar 2018

Ciao Irlanda! Almost 19 million Italians will see Ireland ads in Rome, Milan and Brescia – as part of new tourism campaign

Almost 19 million Italians will be seeing ads for Ireland in metro stations in Rome, Milan and Brescia, as well as in 13 different airports around Italy, over the coming weeks. A new Tourism Ireland campaign with Boscolo Tours, one of Italy’s leading tour operators, kicks off today (Monday, 12 March). 

It’s a “moving TV” campaign – with a Wild Atlantic Way video playing on 3,453 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 280 screens in 13 different airports around Italy. The campaign also includes email marketing and social media. 

The aim of the campaign is to continue to grow tourism from Italy, promoting the Ireland holiday programmes of Boscolo Tours and driving bookings for 2018 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 in 2018. Co-operative campaigns with key partners, like this one with Boscolo Tours, are an important element of that programme, to boost travel to Ireland this year.” 

Co-operative campaigns with other key Italian partners like Francrorosso and are in the pipeline for 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 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.