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22 Jul 2019

Tourism promotion targets passengers in New York and Boston airports

Tourism Ireland partners with Delta Vacations to highlight autumn and winter holidays in Ireland

Delta Air Lines passengers travelling through New York’s JFK Airport and Boston Logan Airport recently saw a fun Ireland promotion. 

The promotion – part of a wider campaign being rolled out right now by Tourism Ireland and Delta Vacations – involved an Ireland ‘takeover’ of the Delta Sky Clubs (the airport lounges owned by Delta) in both airports. It included eye-catching displays with images of Ireland, as well as digital screens showcasing lots of different locations around the island of Ireland. There were small gifts for passengers, including ‘Fill Your Heart With Ireland’ branded chocolates, and a calligrapher was on hand to write passengers’ names on fun Delta/Ireland ‘boarding passes’.

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The campaign, which is running until the end of August, also includes online ads on popular travel and food websites, digital and social media promotions with Delta Vacations – highlighting Delta flights from New York to Dublin and Shannon and from Boston to Dublin. It’s been timed to align with when American travellers are looking for fall and winter vacation ideas. 

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We are delighted to partner with Delta Vacations, to help drive sales for flights to Ireland and continue to grow visitor numbers from the US during the off-season months. Our promotion gave Delta Sky Club passengers a taste of the island of Ireland and highlighted what makes it such a great vacation choice. Our aim is to keep the island of Ireland ‘front of mind’ for American travellers considering a fall or winter vacation.

“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 grow revenue from North American visitors to €1.99 billion, generated by 2.17 million visitors.”
  Molly Wolfe, Tourism Ireland (left) and Twila Fortner, Delta Vacations, in the Delta Sky Lounge in Boston Logan International Airport.

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 (+6% on 2017), delivering revenue of approximately €6.1 billion (+10%).
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted around 20+ million visitors in 2018.

Previous Press Release

19 Jul 2019

1 million Italians will tune in to Ireland