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08 Apr 2019

Lights, camera, action … Tourism Ireland and Hearst Media team up in new campaign

~ 2.5M to view online videos featuring Northern Ireland on Esquire, Elle and Town & Country ~

Tourism Ireland in the US has joined forces with Hearst Media – one of the world’s largest magazine publishers – in a new initiative to promote Northern Ireland. The collaboration involves the production of three new videos featuring Northern Ireland for the online versions of Esquire, Elle and Town & Country. The videos will be seen by an estimated 2.5 million people.
The Hearst team has been busy filming at numerous locations around Northern Ireland – including the Old Bushmills Distillery, The Gobbins, Dunluce Castle, St George’s Market, the Cathedral Quarter, Cave Hill and the Bullitt Hotel.
Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “Tourism Ireland is delighted to collaborate with Hearst Media on this project, to create three new videos for its online audiences. The videos will be seen by some two and a half million people across the US – inspiring them to put Northern Ireland on their vacation ‘wish list’ for 2019.
“Tourism Ireland has prioritised North America as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. In 2019, Tourism Ireland is undertaking a targeted and extensive programme of promotions, to continue grow North American visitors to Northern Ireland.”

Deirdre O’Brien, Tourism Ireland (standing, left), with the Hearst Media crew, during filming at the Old Bushmills Distillery.

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 65,000 jobs.
  • In 2018, we welcomed around 2.23 million overseas visitors to Northern Ireland, delivering revenue of £589 million.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted 20.3 million visitors in 2018.