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11 Apr 2019

Tourism Ireland capitalises on Masters ‘hype’ with new campaign to highlight golf holidays on the island of Ireland

~ Golf promotion is ‘hole in one’ for tourism ~

As the 83rd US Masters gets under way in Augusta today, Tourism Ireland has launched its new ‘Home of Champions’ golf campaign in the United States. It includes a 30-second ad which will air to an estimated 16 million households over the coming days on the hugely popular NBC Golf Channel. And, a further 1.2 million people will see messages about golf in Ireland online – on golfchannel.com.
 
To view Tourism Ireland’s new TV ad, click here. The ad will also air in the US later this year, around other Major championships and around relevant TV shows. 
 
Tourism Ireland’s ‘Home of Champions’ campaign is designed to remind golfers across the US about our fantastic golf courses, where our champions – including Rory McIlroy, Pádraig Harrington, Shane Lowry, Graeme McDowell and Darren Clarke – honed and perfected their skills.
 
This evening (11 April), Tourism Ireland will host its annual ‘Meet the Irish’ media event at the US Masters – highlighting our world-class golf to influential golf journalists from right around the United States. A key message is the fact that Royal Portrush will host The Open this summer. Marking an historic return to Northern Ireland after 68 years, Tourism Ireland is taking every opportunity to leverage this prestigious event.
 
Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “Tourism Ireland has an extensive marketing programme under way this year, to highlight our world-class golf and to encourage more Americans to consider a golfing vacation on the island of Ireland. In particular, we are highlighting The 148th Open, which will take place at Royal Portrush this summer. Our message is that the island of Ireland offers American golfers the complete package – with some of the very best links golf in the world, stunning scenery and the warmest of welcomes.”
 
Tourism Ireland has a busy and targeted programme of activity under way, to promote golf on the island of Ireland in the US. For example, the 2019 PGA Championship will be staged on the Black Course at Bethpage State Park, New York, in May. Tourism Ireland will run a two-page feature in the official championship programme; around 60,000 copies of the programme will be distributed on site and more than 1 million digital editions will be distributed to PGA of America and Golfweek subscribers. The article will highlight The 148th Open at Royal Portrush, as well as great golf right around the island of Ireland.
 
An additional TV and digital campaign – specifically to promote Northern Ireland – will be rolled out with the Golf Channel during The Open, in July. Tourism Ireland is also promoting our superb golf courses on Ireland.com and through social media. The organisation has invited influential American golf writers to visit the island of Ireland this year.
 
Alison Metcalfe continued: “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 aims to surpass the record-breaking performance of 2018 and to grow revenue from North American visitors by +8% to €1.99 billion, generated by 2.17 million visitors. A number of factors are working in our favour, including more airline seats than ever before from the US, as well as the strength and competitiveness of the vacation experience right around the island of Ireland.”

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.