Tourism Ireland in Spain unveiled its key themes for 2020, at an event in Madrid attended by over 60 top travel and lifestyle journalists – including representatives of Condé Nast Traveller
, National Geographic
, El Mundo
and 5 Días
– as well as popular bloggers and social influencers.
Partners from the island of Ireland were in attendance, helping to really bring the destination to life. They included Taste & Tour NI – showcasing produce like Young Buck cheese, Ispini charcuterie and Abernethy Butter; and the Kinsale Food Circle, showcasing Blacks of Kinsale Gin, Kinsale Mead and Koko Chocolates. Kinsale and Cork is the area of Ireland with which Tourism Ireland in Spain is ‘twinned’ for 2020.
Tourism Ireland also took the opportunity to unveil the new destination brand for Northern Ireland – Embrace a Giant Spirit – in Spain. Tourism Ireland will be pulling out all the stops this year to highlight Northern Ireland, using this new brand to deliver ‘stand-out’ for Northern Ireland, in Spain and elsewhere around the world. Galway 2020, Taste the Island and Ireland’s Hidden Heartlands were also showcased at the event.
“In 2019, we welcomed around 443,000 Spanish arrivals to Ireland,”
said Barbara Wood, Tourism Ireland’s Manager Spain. “Tourism Ireland will undertake an extensive programme of promotional activity once again in 2020, to continue to grow tourism numbers to the island of Ireland. Our ‘Fill Your Heart With Ireland’ campaign is now live – targeting Spanish travellers on popular video websites and social platforms. We are also rolling out a number of co-operative campaigns with key partners like Aer Lingus, Ryanair, Iberia Express and Logitravel.”
Tourism Ireland is rolling out a busy and targeted programme of activity in Spain, to continue to grow Spanish visitor numbers. The organisation is placing a greater focus on driving growth to less visited attractions and locations, as well as on driving business in the off-peak and shoulder seasons. Around 37% of all Spanish visitors to Ireland arrive in the off-season months (Q1 and Q4) – a real opportunity to win business at a time when there is capacity in accommodation and other tourism facilities.
Tourism Ireland’s ‘Fill Your Heart with Ireland
’ (in Spanish, ‘Irlanda llega a tu Corazón’) ads will run on popular Spanish video websites, as well as on social channels, including Facebook, YouTube and Instagram. The ads will also run on the websites of El País
and El Mundo
(newspapers), as well as on other lifestyle sites – from mid-March until end May.
Tourism Ireland will roll out a TV, outdoor and digital campaign with Aer Lingus this spring, promoting attractive fares on flights from Barcelona to Shannon and Cork. Tourism Ireland will work with Ryanair, from the end of February until the end of March, promoting flights from Girona to Shannon and from Madrid and Barcelona to Dublin; activity will include outdoor and digital ads, as well as email marketing. Other joint campaigns this spring will see Tourism Ireland work with Iberia Express and with leading online travel agents (OTAs) like Logitravel and Atrapalo.