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11 Sep 2018

Autumn promotional blitz targets late-season holidaymakers for Northern Ireland around the world

TV presenter Angela Scanlon fronts new video series – part of Tourism Ireland’s autumn promotions

Tourism Ireland today launched a multi-media autumn campaign, to boost late-season travel to Northern Ireland from around the world. The September to December period usually yields as much as 30% of our annual overseas tourism business. As part of the campaign, TV presenter Angela Scanlon will front a new online video filmed in Fermanagh, Derry and on the Causeway Coastal Route – part of a new promotion with The Daily Telegraph in GB to promote driving holidays here.

Tourism Ireland’s autumn campaign will highlight the many festivals and events taking place in Northern Ireland over the coming months – including the Belfast International Arts Festival, Derry Hallowe’en, Culture Night and Cinemagic Belfast. It will incorporate a major focus on city breaks, as well as on attracting visitors to more rural areas. 

Niall Gibbons, CEO of Tourism Ireland, said: “Our autumn campaign aims to take advantage of late booking trends around the world, as there is still plenty of business to play for. Many people are opting for shorter holiday breaks and autumn is a really good opportunity, with many world-class festivals and events happening here.” 

Niall Gibbons continued: “Tourism Ireland’s publicity drive continues this autumn – targeting print, broadcast and online media around the world, with lots of positive stories about Northern Ireland. A busy programme with our key travel partners, including tour operators and carriers, will highlight attractive packages and ease of access to Northern Ireland. We continue to create ‘stand out’ for Northern Ireland, highlighting attractions and experiences like Titanic Belfast, the Causeway Coastal Route and our National Trust properties; and to leverage our connection with Game of Thrones. Tourism Ireland’s activity also includes a focus on golf and the fact that Royal Portrush will host The Open in 2019. We are committed to ensuring that Northern Ireland continues to increase its share of the global travel business.” 

Tourism Ireland’s autumn campaign is being rolled out in Great Britain, North America, Mainland Europe, Australia and emerging tourism markets. 
  Angela Scanlon (left) and Claire Brosnan, Tourism Ireland, on the Carrick-a-Rede rope bridge during filming for a new online video.

Notes To Editors

Highlights of Tourism Ireland’s autumn campaign include:

  • A partnership with The Daily Telegraph, which includes a series of online films fronted by TV presenter Angela Scanlon, all about driving holidays around Northern Ireland and the island of Ireland. The videos will be seen by an estimated 123,000 people across GB.
  • A second series of videos – also part of Tourism Ireland’s activity with The Daily Telegraph – about the superb food experience here. Locations set to feature include Sawers in Belfast and Abernethy Butter in Dromara, Co Down.
  • Co-operative promotions with air and sea carriers like Ryanair, Flybe, P&O Ferries, BMI Regional, KLM and easyJet, to highlight ease of access to Northern Ireland and attractive fares in the shoulder season.
  • Around 20 leading GB coach and group tour operators will take part in a familiarisation visit around Fermanagh’s Lakelands. 
  • A campaign with Sky Sports Golf, designed to inspire GB golfers to come and visit Northern Ireland and to celebrate the fact that The Open will take place at Royal Portrush in 2019. A new video fronted by Sky Sports Golf pundit Nick Dougherty is being hosted on SkySports.com; and articles about our great golf also feature on the website. Golf fans will see Nick describe two of his favourite courses in Northern Ireland, Royal County Down and Royal Portrush. The video will be promoted on the social platforms of both Sky Sports and Tourism Ireland, including Facebook and Twitter, and will be seen by an estimated 4 million people across Britain. 
  • In the US, our ‘Home of Champions’ TV ad will run on the popular NBC Golf Channel during the Ryder Cup at the end of this month, delivering around 2.6 million impressions and also leveraging Royal Portrush hosting The Open. At the same time, a programme called Golf Advisor Roundtrip Ireland will air on the Golf Channel, hosted by Matt Ginella; Matt visited Northern Ireland in August and filmed at Royal Portrush. 
  • Influential Canadian travel and lifestyle journalists and bloggers, The Travel Guys, Jim Gordon and Darren Parkman, have just finished filming in Belfast and along the Causeway Coastal Route for their travel show, which airs on two networks to around 2 million viewers in British Columbia. 
  • A crew from the most popular travel programme in Italy, Kilimangiaro, which airs on the national TV station (RAI Tre) and has approximately 1.2 million viewers, will film in Londonderry and Fermanagh, at the end of September. 
  • A delegation of tourism companies (including Titanic Belfast, Visit Belfast, Visit Armagh, Fermanagh Lakeland Tourism, Causeway Coast and Glens and the National Trust – Giant’s Causeway) will travel to Offenbach, in Germany, to take part in Tourism Ireland’s annual B2B workshop and networking event – to do business for 2019 with key German, Swiss and Austrian tour operators. 
  • Tourism Ireland in GB, the Netherlands and Belgium will partner with Naturo Pet Foods (a pet food company based in Co Armagh), to highlight holidays and short breaks in Northern Ireland and to position it as the perfect destination for pet lovers and their pets. The promotion will kick off next week, with a competition and the chance to win a holiday in Northern Ireland – which includes ferry travel with Stena Line and a stay at Blessingbourne Estate in Co Tyrone.
  • The National Trust and Titanic Belfast will take part in Tourism Ireland’s week-long sales mission to Australia and New Zealand, at the end of October.
  • World Travel Market takes place again in London, the largest B2B event in the global travel and tourism calendar. Northern Ireland companies set to attend include Visit Belfast, Seamus Heaney HomePlace, The Gobbins, Visit Armagh, Fermanagh Lakeland Tourism, Causeway Coast & Glens, Mid & East Antrim Borough Council, Stena Line and Visit Derry.