~ Tourism promotion to reach 123,000 people across GB ~
Tourism Ireland has teamed up with TV presenter Angela Scanlon, in a new promotion to showcase Northern Ireland to GB holidaymakers this autumn.
As part of its autumn campaign in GB, Tourism Ireland is working with The Daily Telegraph to produce a series of films, all about driving holidays around Northern Ireland and the island of Ireland. Filming – with Angela and her dad Phelim – is taking place this week, along the Causeway Coastal Route, in the Walled City of Derry and Fermanagh.
The videos will go live later this month and will be hosted on the Telegraph website; they will be promoted via online advertising as well as on the social platforms of both The Daily Telegraph and Tourism Ireland, including Facebook and Twitter, and will be seen by around 123,000 viewers.
Julie Wakley, Tourism Ireland’s head of Great Britain, said: “This targeted promotion has been specifically designed to highlight autumn breaks in Northern Ireland and around the island of Ireland and to appeal to our ‘Culturally Curious’ audience in Great Britain. These are independent, active sightseers, who are typically looking to visit new places and expand their experience by exploring landscapes, history and culture. Our promotion with Angela Scanlon and The Daily Telegraph fits very well with this important demographic and is just one element of the more extensive autumn campaign that we are rolling out – all aimed at boosting late-season travel from GB and our other markets around the world.
“Tourism Ireland is actively promoting longer-stay holidays and encouraging people to come here by car. Visitors who use a car on holidays tend to stay longer, spend more and are more likely to visit more than one region.”
The campaign includes a series of articles all about the island of Ireland in the Saturday travel section of The Daily Telegraph – which is read by 1.4 million people across Britain. The campaign also includes a series of ads in the papers; and a specially-created ‘Indulge in Ireland’ hub on The Daily Telegraph website
, which includes around 40 different articles, which are being promoted via online advertising.
Angela Scanlon (right) and Claire Brosnan, Tourism Ireland, during filming at the Carrick-a-Rede Rope Bridge.
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.