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29 Mar 2018

Ireland on track in Italy!

New tourism campaign reaches 1.3 million commuters in Milan

More than 1 million Italian commuters are seeing ads for Ireland right now, in a new Tourism Ireland campaign with Aer Lingus.

The campaign includes around 250 billboard ads on display in metro stations around Milan, which will be seen by an estimated 1.3 million people; it also includes digital advertising. The aim of the campaign is to highlight good value Aer Lingus fares from Milan to Dublin and to drive bookings for the coming months.

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 Aer Lingus, are an important element of that programme, to boost travel to Ireland this year.”

Other co-operative campaigns with key partners like Ryanair and Francrorosso are in the pipeline for the coming weeks.
  Billboard ad in 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.