Autumn promotional blitz targets late-season holidaymakers for Ireland around the world
US$1 million campaign in United States highlights Shannon Airport as gateway to Wild Atlantic Way – part of Tourism Ireland’s autumn promotions
Tourism Ireland has launched an extensive and targeted multi-media autumn campaign, to boost late-season travel to Ireland from around the world. The September to December period usually yields as much as 30% of our annual overseas tourism business.
One of the highlights of Tourism Ireland’s autumn programme of activity is a new US1 million campaign in the United States, to promote direct flights to Shannon Airport – with Aer Lingus from Boston and New York and with United from Newark – and to highlight Shannon as the gateway to the Wild Atlantic Way. The campaign features an extensive and targeted programme of both trade and consumer promotions.
Tourism Ireland is also rolling out a new €580,000 campaign to promote Donegal and Derry in the all-important Great Britain market. The nine-week campaign will reach at least 6.8 million people and includes eye-catching digital ads in London’s Waterloo station, as well as at busy roadside locations in London, Birmingham, Liverpool, Manchester, Glasgow and Edinburgh – with the slogan “two unique places, one amazing holiday”.
The autumn campaign is also highlighting the many reasons to come here over the coming months – including festivals and events like the Dublin Theatre Festival, Galway International Oyster and Seafood Festival, Púca Festival, Derry Halloween, Savour Kilkenny Food Festival, Cork Jazz Festival, Wexford Festival Opera and New Year’s Festival (NYF) Dublin.
Niall Gibbons, Chief Executive of Tourism Ireland, said: “Our autumn campaign aims to take advantage of late booking trends around the world, as there is still plenty of business to play for this year. Many people are opting for shorter holiday breaks and we know that autumn is a really good opportunity, with several world-class festivals and events happening here.
“Tourism Ireland’s publicity drive continues this autumn – targeting print, broadcast and online media around the world with lots of positive stories about Ireland. We will continue to work hard to maximise the success of winter air and sea routes. In addition, Tourism Ireland will engage with top overseas tour operators and travel agents this autumn – at events like IFTM Top Resa in Paris, TTG Travel Experience in Rimini and World Travel Market in London, as well as through our B2B workshops and sales missions – providing an opportunity for Irish tourism businesses to negotiate inclusion in their 2023 brochures and programmes.”
Tourism Ireland’s autumn campaign is being rolled out in Great Britain, North America, Mainland Europe, Australia and emerging tourism markets.