Tourism Ireland capitalises on Masters ‘hype’ with new campaign to highlight golf holidays on the island of Ireland

Ireland golf ads to reach millions of US households this year

With the 88th US Masters taking place in Augusta over the weekend, Tourism Ireland has launched a new golf campaign in the United States. It includes two 30-second TV ads which will air to a large audience across the US on the NBC Golf Channel. 

To view Tourism Ireland’s TV ads, click here and here. The ads will also air in the United States later this year, around other Major championships and priority tournaments, including the US Open, The Open, the Irish Open and the Presidents Cup. In total, the ads will deliver 13.1 million impressions (opportunities to see) in US households.

Tourism Ireland will also host its ‘Meet the Irish’ media event at this weekend’s Masters. The first Major of the 2024 season at the iconic Augusta National is a fantastic opportunity to highlight our world-class golf to the top American golf journalists and Tour representatives who will be in attendance. The Women's Irish Open at Carton House which kicks off at the end of August, the Irish Open at Royal County Down Golf Club in September, the return of The Open to Royal Portrush in 2025 and the hosting of the Ryder Cup at Adare Manor in 2027 are some of the key messages which will be highlighted at the event.

Alison Metcalfe, Tourism Ireland’s Head of North America, said:“The US Masters provides an excellent opportunity for Tourism Ireland to highlight our world-class golf. Given that golf is the world’s largest sports-related travel market, our aim is to inspire American golfers to choose the island of Ireland for their next golfing vacation. Tourism Ireland is working hard to drive home the message that a golfing vacation in Ireland is about much more than a round of 18 holes – the combination of our world-class golf and our unique brand of hospitality plays a key role in attracting US golfers.”