~ Dublin tourism promotion targets millions of late season Spanish holidaymakers ~
Hundreds of thousands of Spaniards are seeing a giant video ad for Dublin right now, outside the big El Corte Inglés department store in the Plaza del Callao, in the centre of Madrid. Similar ads are running in other busy locations around Madrid and Barcelona.
Tourism Ireland has teamed up once again with one of the biggest brands in Spain – the tour operating arm of Spanish retailing giant El Corte Inglés – promoting winter breaks to millions of late-season Spanish travellers.
As well as the high impact outdoor ads in Madrid and Barcelona, the campaign also includes:
- digital video ads in train stations in Madrid;
- full-page ads in top newspapers (including La Razón, El Pais, El Mundo, La Vanguardia and 20 Minutos);
- social media activity (with posts about Ireland targeting the 282,000+ followers of Viajes El Corte Inglés on Facebook and Instagram);
- email marketing to around 20,000 Viajes El Corte Inglés clients; and
- in-store advertising in 492 travel agencies around Spain.
Given that Spain has several bank holiday weekends (or “puente”) between now and Christmas, this is the ideal time to highlight weekend breaks in Dublin and Ireland.
Barbara Wood, Tourism Ireland’s Manager Spain, said: “Tourism Ireland is delighted to partner with Viajes El Corte Inglés once again. Our campaign aims to boost travel to Dublin and Ireland in the last quarter of 2019, taking advantage of late booking trends – as there is still plenty of business to play for. About 21% of all Spanish visitors to Ireland arrive in the off-season or Q4 – a real opportunity to win business for Dublin and Ireland at a time when there is capacity in accommodation and other tourism facilities. Also, Spaniards tend to travel in the latter part of the year due to the high concentration of bank holiday weekends.
“Spain is an important market for tourism, with 423,000 Spaniards visiting the island of Ireland in 2018. We are undertaking an extensive and targeted programme of promotional activity in Spain again this year – to build on that success and, in particular, to encourage more Spanish holidaymakers to explore less-visited attractions, during the off-peak season.”
Giant video ad for Dublin, in the Plaza del Callao, in central Madrid.
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.