~ Tourism Ireland’s new outdoor campaign is under way in Sydney and Melbourne ~
Tourism Ireland’s latest promotion is under way in Australia right now – with commuters seeing eye-catching billboard ads for the island of Ireland in 165 key locations in Sydney and Melbourne. The ads will be seen by around 1.1 million people in Sydney and 1.2 million people in Melbourne.
The campaign also includes extensive digital activity – with online ads and video ads running on social platforms and on popular websites. It aims to raise awareness of Ireland as a fantastic holiday destination for 2019. – reminding Australian travellers why they should put the island of Ireland on their holiday ‘wish-list’ this year.
In 2018, we welcomed about 228,500 arrivals from Australia and New Zealand to Ireland, up +9.6% on 2017.
Sofia Hansson, Tourism Ireland’s Manager for Australia and New Zealand, said: “2018 was another record-breaking year for visitor numbers to Ireland from Australia and New Zealand. Tourism Ireland is rolling out an extensive programme of promotional activity again this year – to keep the momentum going and continue to grow Australian visitor numbers to the island of Ireland.”
Tourism Ireland’s ‘early bird’ campaign will run until mid-April. The campaign is targeting ‘culturally curious’ and ‘social energiser’ Australian travelers, building on the momentum of phase one of the campaign (rolled out in Q4 2018), when Tourism Ireland’s message was all about keeping the island of Ireland ‘front of mind’ for Australians considering a trip to Europe in 2019. Phase two – now under way – is more focused on encouraging people to begin planning their Ireland itinerary now.
One of Tourism Ireland’s outdoor ads in Melbourne, Australia.
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.