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26 Apr 2019

Spotlight on Wild Atlantic Way in Germany

~ Millions of German travellers targeted in new campaign ~

Millions of people around Germany are seeing eye-catching ads for the Wild Atlantic Way – which are running on digital screens located in prominent, central locations in seven different cities. It’s all part of Tourism Ireland’s latest promotion in Germany, in conjunction with Fáilte Ireland, to highlight the Wild Atlantic Way to German holidaymakers.
 
The month-long campaign is running in German cities with direct flights to Ireland – including Munich, Stuttgart, Frankfurt, Düsseldorf, Cologne, Hamburg and Berlin. The campaign also includes a 15-second video ad, running on digital TV; and a partnership with TripAdvisor, with ads for the Wild Atlantic Way reaching German travellers researching holidays in Ireland.
 
Germany is the third-largest source of visitors to the island of Ireland and one of the largest outbound travel markets in the world. 2018 was the eighth consecutive year of growth for Irish tourism from Germany, when we welcomed almost 818,000 German arrivals, delivering almost €500 million to the economy.
 
Peter Nash, Tourism Ireland’s Manager Central Europe, said: “2018 was the best year ever for tourism from Germany to Ireland, when we welcomed around 818,000 German arrivals, up +12.6% on 2017. Tourism Ireland has an extensive programme of promotions under way in Germany again in 2019, to build on that success. Germans who are interested in taking a holiday which involves sightseeing and local culture remain our core audience; we are also targeting people who engage in outdoor activities while on holidays. Our latest campaign … to spread the word about the many great things to see and do along the Wild Atlantic Way.”
 
Tourism Ireland in Germany is rolling out an extensive programme of promotional activity again throughout 2019, to build on the success of recent years. Tourism Ireland’s new ‘Fill Your Heart with Ireland’ (in German, ‘Irland. Lässt dein Herz höher schlagen’) ad has been running on German TV this spring, on a range of channels including ARD, ZDF, SAT.1, RTL, Super RTL, VOX and Disney – reaching more than 17 million viewers. A second TV campaign will run in the autumn. Tourism Ireland is also promoting the island of Ireland on social channels – with ads running on Instagram, YouTube and Facebook.
 
Tourism Ireland has also been working closely with key travel partners – including with Ryanair and Ireland West Airport Knock, to highlight the new Ryanair flight from Cologne to Knock, due to launch in June. This year, leading German travel and lifestyle journalists – from print, broadcast, digital and print media outlets – will visit the island of Ireland, to write or broadcast about their experience – generating positive publicity worth more than €60 million. Email marketing is targeting 27,000 potential German holidaymakers each week throughout 2019; and Tourism Ireland is also promoting the island of Ireland to its 319,000 Facebook fans in Germany.
 

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 around 325,000 people across the island.
  • In 2018, we welcomed around 11.2 million overseas visitors to the island of Ireland, delivering revenue of approximately €6.1 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted 20.3 million visitors in 2018.