Autumn promotional blitz targets late-season travellers around the world
Tourism Ireland and Minister of State for Tourism and Sport Brendan Griffin TD have launched a multi-media autumn campaign, to boost late-season travel to Ireland from around the world. The September to December period usually yields as much as 30% of our annual overseas tourism business.
Tourism Ireland’s autumn campaign will highlight the many festivals and events taking place around the island of Ireland over the coming months – from the Dublin Theatre Festival to the Bram Stoker Festival and Culture Night, Lisdoonvarna Matchmaking Festival, Galway International Oyster Festival, Belfast International Arts Festival, Savour Kilkenny, Cork Jazz Festival, Wexford Festival Opera and New Year Festival (NYF) Dublin. It will incorporate a major focus on off-peak city breaks, as well as on attracting visitors to more rural areas. As part of the campaign, TV presenter Angela Scanlon will front a new series of online videos – part of a new promotion with The Daily Telegraph in Britain to promote driving holidays here.
Minister Griffin said: “I’m delighted to support the launch of Tourism Ireland’s autumn campaign and wish to compliment the agency on what looks like a very comprehensive campaign. The recent CSO release on tourism and travel shows that spending in Ireland by overseas visitors in the first half of 2018 has increased by over 8% on the same period in 2017. I believe that the autumn marketing campaign will be successful in promoting late-season travel to Ireland and sustain the strong growth in tourism revenue for the remainder of the year.
“The extensive variety of festivals and events being hosted throughout the island of Ireland will attract visitors from our main target markets and continue the momentum that has been created so far this year. Whilst performance has been good, getting visitors to Ireland in the off-season remains a challenge for tourism agencies and the industry.”
Niall Gibbons, CEO of Tourism Ireland, said: “We have seen very strong growth of almost +8% in overseas visitors to Ireland for the first seven months of 2018. 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 good opportunity with many world-class festivals and events happening around the island.”
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 Ireland. We continue to work hard to maximise the success of winter air and sea routes, to grow tourism in the shoulder and off-seasons. We will promote the island of Ireland through our sales missions to the United States, Australia and New Zealand. In addition, Tourism Ireland will bring top overseas travel agents and tour operators to the island of Ireland this autumn, to meet with hundreds of tourism businesses here and negotiate inclusion in their 2019 brochures and programmes.”
Tourism Ireland’s autumn campaign is being rolled out in Britain, North America, Mainland Europe, Australia and emerging tourism markets.
Tourism Minister Brendan Griffin (centre) with Niall Gibbons, CEO of Tourism Ireland; and Joan O’Shaughnessy, Chairman of Tourism Ireland, at the launch of Tourism Ireland’s autumn campaign.
Notes To Editors
Highlights of Tourism Ireland’s autumn campaign include:
- A partnership with The Daily Telegraph, which includes a new series of online films fronted by TV presenter Angela Scanlon, all about driving holidays around the island of Ireland. The videos will be seen by an estimated 123,000 people across Britain.
- A second series of videos – also part of Tourism Ireland’s activity with The Daily Telegraph – about the superb food experience here.
- Co-operative promotions with air and sea carriers, including Ryanair, Aer Lingus, Irish Ferries, Norwegian, Air Canada, Hainan Airlines, Qatar Airlines, Flybe, P&O Ferries, Brittany Ferries, KLM and EasyJet – to highlight ease of access to Ireland and attractive fares in the shoulder season.
- ‘Jump into Ireland’ travel trade and media blitz, targeting hundreds of travel agents in California – in Silicon Valley, Orange County and San Fernando.
- A week-long sales mission – with 11 tourism companies from Ireland – to Australia and New Zealand.
- ‘Flavours of Ireland’ workshop, targeting long-haul markets through influential UK inbound tour operators.
- A delegation of Irish tourism companies 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 will promote the island of Ireland to approximately 67,000 influential travel professionals in Mainland Europe this autumn at two major trade fairs: IFTM Top Resa in Paris and TTG Incontri in Rimini.
- World Travel Market, the largest B2B event in the global travel and tourism calendar.
- A busy publicity programme with influential journalists and digital influencers (like Sonya Peronaci from Italy, Felix Wiemers from Germany and Miguel Nonay Almale from Spain).
- A month-long campaign with Sky Sports Golf, designed to inspire British golfers to come and visit and to celebrate the fact that The Open will take place at Royal Portrush in 2019. A series of five different videos – filmed here this summer – is being hosted on SkySports.com; and articles about our great golf also feature on the website. Sky Sports Golf pundits Paul McGinley and Nick Dougherty star in three of the videos.
- 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.