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22 Nov 2019

Ciao Irlanda! Hundreds of thousands of Italians are seeing Ireland ads – as part of new Tourism Ireland campaign

Hundreds of thousands of Italians are seeing ads for Ireland this month – in airports, train stations and shopping centres around Italy. The ads are part of Tourism Ireland’s latest campaign with Boscolo Tours, one of Italy’s leading tour operators.
 
The campaign involves a 15-second Ireland video running on screens in busy locations in Rome, Milan, Bologna, Florence, Venice and Verona.  The campaign also includes email marketing and social media, as well as an article about Ireland in the latest edition of the Boscolo Tours magazine, which has been sent to their 35,000 clients.
 
The aim of the campaign is to continue to grow tourism from Italy, to promote the Ireland holiday programmes of Boscolo Tours and to drive bookings for 2020.
 
Niamh Kinsella, Tourism Ireland’s Manager Italy, said: “In 2018, we welcomed 384,000 Italian visitors to the island of Ireland. Tourism Ireland has been undertaking an extensive and targeted programme of promotional activity in Italy throughout 2019 – to continue to grow Italian visitor numbers and, in particular, to encourage more Italians to explore our regions and less-visited attractions during the off-peak season. Co-operative campaigns with key partners, like this one with Boscolo Tours, are an important element of that programme, to boost travel to Ireland and to position us well for next year.”

 
Ireland video running on social channels, including Facebook.

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 almost 11.2 million overseas visitors to the island of Ireland (+5% on 2017), delivering revenue of approximately €5.86 billion (+5%).
  • 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.