Tourism Ireland in Italy has teamed up with Lastminute.com, in a new campaign to grow tourism from Italy this summer.
The ten-week campaign includes highly visible ads on bus shelters around Milan – featuring the fun Lastminute.com flamingo, which is specially animated to grab the attention of commuters. It also includes online ads and email marketing and is being supported by a Lastminute TV campaign which is under way in Italy right now.
The campaign aims to drive holiday bookings for Ireland, with attractive offers featuring prominently on the Lastminute platforms – Lastminute.com and VoloGratis.
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 Lastminute.com, are an important element of that programme, to boost travel to Ireland in 2018.”
Digital ad in a Milan bus shelter.
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 www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.