Tourism Ireland’s Highlight Ireland’s Ancient East In Britain

Some 1.2 million people in London, Birmingham and Glasgow will be seeing eye-catching images of the Rock of Cashel on street panels over the coming weeks. It’s all part of Tourism Ireland’s latest campaign to highlight Ireland’s Ancient East in Britain, which gets under way today (Monday, 27 November).

The aim of the campaign is to drive awareness of Ireland’s Ancient East in Britain, particularly in cities with good air connections. The campaign includes:

–       digital ads on more than 350 street panels in London, Birmingham and Glasgow, which will be seen by about 1.2 million people;

–       video ads on Facebook which will run until the beginning of December; these will be complemented by ads highlighting great value offers, encouraging prospective visitors to visit an Ireland’s Ancient East special offers page on the Tourism Ireland website, Ireland.com, which will reach about 1.6 million people in all three cities; and

–       email marketing and extensive social media activity.

“Our extensive programme of promotions continues, reminding British travellers about all the great reasons to choose Ireland and Ireland’s Ancient East for a short break or holiday”, said Julie Wakley, Tourism Ireland’s Head of Great Britain.

“Great Britain is a vital market for tourism to the island of Ireland. It delivers 47% of all overseas visitors and around 30% of all overseas tourism revenue. However, the decline in the value of sterling is certainly a challenge for Irish tourism from Britain right now, which means that competitiveness and the value for money message are more important than ever. Our programme of promotional activity continues to year end – keeping Ireland ‘front of mind’ with British travellers and helping to position us well for 2018.”

• 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 approximately 281,000 people across the island.

• In 2016, we welcomed approximately 10.3 million overseas visitors to the island of Ireland, delivering revenue of about €5.3 billion.
• Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted 19.37 million visitors in 2016.