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29 Oct 2020

Telling the world that the island of Ireland is the true ‘Home of Halloween’

Tourism Ireland rolls out major international publicity campaign to highlight the connection between Ireland and Halloween

Tourism Ireland is rolling out a major PR and publicity push to top travel and lifestyle journalists around the world this week, to celebrate the island of Ireland’s connection with Halloween.
 
An extensive programme of promotional activity is spreading the word that Ireland is the true ‘Home of Halloween’ and that many of the world’s well-known Halloween traditions began here. Tourism Ireland’s aim is to ensure that the island of Ireland is part of the online conversation about Halloween this week and that it remains ‘top of mind’ among prospective visitors around the world, until the time is right for them to visit again.
 
All the arrangements on the ground on the island of Ireland were put in place by Fáilte Ireland, Tourism NI and Visit Derry.
 
The special Halloween events and activities include:
  • Tourism Ireland invited around 150 popular journalists, bloggers and influencers – from the United States, Canada, Great Britain, Germany, France, Italy, the Netherlands, Belgium, Switzerland, Austria and the Nordic countries – to take part in a number of fun virtual events this week, to reveal the origins of Halloween here in Ireland and to help generate a lively online conversation about the island of Ireland.
  • In advance of these virtual events, the journalists and influencers received a special Halloween box full of artisan produce and crafts – including barmbrack from Bakealicious bakery in Navan, Banagher Bold cheese from Tamnagh Foods in the Sperrin Mountains, Glendalough Whiskey, Cockagee cider from The Cider Mill in Slane, FieldDay candles and a scarf from Triona Design. They then shared screenshots of the box and its contents on their social channels with their fans and followers, using the hashtag #IrelandHomeOfHalloween. Similar Halloween boxes were also distributed to journalists in Spain, Australia, New Zealand, the UAE and India.
  • In the United States, Tourism Ireland hosted a satellite media tour, with more than 12 million people tuning in, to find out about our Halloween traditions. The broadcasts included interviews with celebrity chef Kevin Dundon, Dacre Stoker (the great grandnephew of Bram Stoker), Winifred the Witch (who’s broadcasting from Derry’s historic city walls), folklorist Billy Mag Fhloinn, as well as Clodagh Doyle from the National Museum of Ireland. The interviews will also be broadcast on Facebook Live tomorrow (30 October) – in conjunction with Travelzoo, which has more than 28 million members, all avid travellers.
  • In the Nordic countries, Clodagh Doyle from the National Museum of Ireland also worked with Tourism Ireland to create a special Halloween podcast. Listeners can tune in this week, on Spotify or Apple Podcasts, to hear all about the origins of our Halloween traditions, games and legends.
  • In Canada, celebrity chef Clodagh McKenna showcased some of our Halloween treats and traditions on The Marilyn Denis Show, a popular daytime TV programme on CTV with over 2 million viewers.
 
Siobhan McManamy, Tourism Ireland’s Director of Markets, said: “We are rolling out a major PR and publicity push all about Halloween this week, targeting our database of top international journalists and influencers with the message that the island of Ireland is the true ‘Home of Halloween’. They, in turn, are sharing news about Ireland with their millions of fans, followers, readers, viewers and listeners. Tourism Ireland’s aim is to ensure that the island of Ireland remains ‘front-of-mind’ among prospective visitors around the world, until the time is right for them to visit again. Once this crisis is past and Ireland is open again to international visitors, we in Tourism Ireland will be ready to roll out an extensive recovery kick-start programme and to play our part in delivering a sustainable recovery for the long-term future of our industry.”
 
Tourism Ireland is also sharing a new online film this week, to highlight the island of Ireland as the ‘Home of Halloween’ – reminding people everywhere that many of the world’s Halloween traditions began here in Ireland. To view the film, titled “Ireland: Home of Halloween”, click here.
 

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • In 2019, we welcomed almost 11.3 million overseas visitors to the island of Ireland, delivering revenue of over €5.8 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted around 23+ million visitors in 2019.