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24 Oct 2018

Lights, camera, action … Tourism Ireland kicks off shoot for new global advertising campaign

Tourism Ireland has kicked off filming for a new global advertising campaign. The new campaign will comprise TV, cinema and online ads and will reach millions of potential visitors around the world. This is Tourism Ireland’s first major campaign in seven years; its ‘Jump Into Ireland’ campaign was developed in 2011 and has played its part in delivering seven years of consecutive growth in overseas tourism.  

The campaign will feature lesser-known locations and attractions, such as Sliabh Liag in Donegal, Devenish Island in Fermanagh, The Gobbins on the Causeway Coastal Route, Westport House and Connemara National Park.  
Mark Henry, Tourism Ireland’s Central Marketing Director said: “The new campaign presents Tourism Ireland with a great opportunity to drive continued growth to the regions next year and to encourage visitors to travel off-peak. For that reason, we are filming this new campaign in October and featuring locations that are less well-known amongst overseas visitors. 

“Today’s tourists are more active than ever and so we will also be highlighting plenty of outdoor activities such as cycling, walking and kayaking. We are confident that our new campaign will set the island of Ireland apart from our competitor destinations and help deliver another record year for overseas tourism in 2019.”

This is phase one of the shoot, which takes place over eight days. Additional content will be filmed throughout 2019 and will include locations in Ireland’s Ancient East, Northern Ireland and Dublin to complement this initial campaign – to ensure coverage of lots of additional locations and activities.
  Patrik Gyllström, director; Daniel Takacs, director of photography; Brian Twomey and Mark Henry, both Tourism Ireland, during the shoot in Belfast’s Cathedral Quarter for Tourism Ireland’s new global ad campaign.

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 more than 300,000 people across the island.
  • In 2017, we welcomed 10.6 million overseas visitors to the island of Ireland, delivering revenue of €5.6 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 19.2 million visitors in 2017.