Tourism Ireland is partnering with US luxury retailer Neiman Marcus, in its new ‘The Art of Travel’ campaign.
As part of the promotion, Tourism Ireland hosted two events in the luxury retailer’s NorthPark Store, outside Dallas. The aim of both events was to highlight the island of Ireland and, in particular, the new American Airlines flight from Dallas to Dublin which begins on 6 June – the first ever direct flight between the two cities.
The first event was attended by travel professionals, Neiman Marcus executives and customers, as well as American Airlines’ executives and corporate clients. The second event was an in-store event, for Neiman Marcus customers. Upon arrival, customers received a special Ireland ‘passport’ and embarked on a ‘tour’ of the Wild Atlantic Way, Ireland’s Ancient East and Northern Ireland; their passports were stamped along the way, as they enjoyed lots of experiences from Ireland – sampling Bushmills whiskey and Irish chocolates, while enjoying traditional Irish music. There was also a photo booth – where customers could get their picture taken in front of Fanad Lighthouse; and a master artisan from the House of Waterford Crystal was on hand to personalise and engrave crystal.
The collaboration with Neiman Marcus is part of Tourism Ireland’s strategy to connect with prospective American visitors in new and unexpected ways, by partnering with high profile lifestyle brands. Ireland is one of four featured destinations which appear in the Neiman Marcus spring catalogue. The catalogue includes an Ireland travel guide and articles, as well as some great tips about vacations in Ireland from travel and fashion industry insiders. The campaign is under way during March and April, delivering significant exposure for Ireland.
Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “Our collaboration with Neiman Marcus is an excellent way for us to showcase the island of Ireland. Working with an iconic brand like Neiman Marcus helps us raise awareness of some of the many unique experiences to be enjoyed around the island of Ireland, inspiring American travellers to put a trip to the island of Ireland on their ‘must do’ list.”
Alison Metcalfe continued: “The new American Airlines flight from Dallas to Dublin is really good news for tourism, offering more choice to prospective visitors living in Texas. As an island, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism.”
Virgile Rivet, American Airlines; Alison Metcalfe, Tourism Ireland; and Chuck Sweetman, Neiman Marcus, at an event in the Neiman Marcus store in Dallas, which was attended by travel professionals, Neiman Marcus executives and customers, as well as American Airlines’ executives and corporate clients.
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.