~ Tourism Ireland partnership with The Times and The Sunday Times targets 2.4 million walking enthusiasts ~
Tourism Ireland’s latest campaign in Britain is highlighting winter walking breaks along the Wild Atlantic Way and in Ireland’s Ancient East. It’s a multi-channel campaign which is running during the month of November, promoting a variety of our scenic trails and hikes.
The campaign involves a partnership with The Times and The Sunday Times, which will reach 2.4 million British walking enthusiasts – through an seven-page article in The Sunday Times Magazine showcasing different walks on the Wild Atlantic Way and in Ireland’s Ancient East; two walking films presented by explorer and influencers Ness Knight on The Times website; as well as three articles all about walking in Ireland, also on The Times website.
It also involves activity with Berghaus – the well-known outdoor clothing and equipment brand – with articles about walking in Ireland on Berghaus.com, a competition to win a walking trip to Ireland and lots of social media activity targeting Berghaus customers.
And, four popular influencers – Elliot Simpson, John James, Adam Firman and Pip Stewart – have been invited to undertake bespoke walking trips to the Wild Atlantic Way and Ireland’s Ancient East. They will then share the content they capture here on their various platforms with their fans and followers.
“Our latest campaign is promoting great off-season walking breaks along the Wild Atlantic Way and in Ireland’s Ancient East,” said Julie Wakley, Tourism Ireland’s Head of Britain. “With walks, trails and hikes to suit every ability, we’re reminding prospective British visitors that one of the best ways to truly appreciate our spectacular scenery is to explore it on foot. Our message is that walking in Ireland lets our visitors take in the sights, sounds and landscapes as nature intended: at their own pace. They can take their pick from Areas of Outstanding Natural Beauty, national parks, serene beach walks and coastal trails or interesting historical sites.”
Britain continues to be a very important market for tourism to the island of Ireland, delivering 42% of all overseas visitors and around 24% of all overseas tourism revenue. Its contribution to the regional tourism economy and to season extension objectives are also significant, with 45% of British visitors arriving between October and March.
Article in The Sunday Times Magazine.
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.