Tourism Ireland highlights Ireland as the spooktacular ‘Home of Halloween’
40M to see Tourism Ireland’s latest campaign celebrating Ireland’s connection with Halloween
Tourism Ireland has unveiled a new ‘Ireland Home of Halloween’ campaign – celebrating Ireland as the birthplace of Halloween. The campaign will reach an estimated 40 million people in 11 markets – including Great Britain, the United States, Canada, Germany, France, Spain, Italy, Nordic countries, the Netherlands, Belgium and Australia – over the coming week.
The world’s present-day Halloween celebrations are firmly rooted in Celtic customs and traditions of Samhain (summer’s end), established in Ireland thousands of years ago. Tourism Ireland’s aim is to ensure that Ireland is part of the online conversation about Halloween this week.
The campaign features a new video titled ‘Ireland: Home of Halloween’ – which includes places like the Hill of Tara, Dowth and Lough Key Forest Park, as well as footage captured at Púca, Derry Halloween and the Bram Stoker Festival. To view the film, click here. It will run on various social platforms, including Facebook, Instagram, Twitter, TikTok and YouTube.
Siobhan McManamy, Tourism Ireland’s Director of Markets, said: “Our latest campaign, highlighting the authentic connection between Ireland and Halloween, will be seen by around 40 million people around the world. Our aim is to leverage the fact that Ireland is the true home of Halloween, shining a spotlight on the destination and using the opportunity to remind people everywhere why it is such a great choice for a holiday or short break.”
Other Tourism Ireland activity to highlight Ireland as the ‘Home of Halloween’ includes:
- Tourism Ireland in the United States will organise a special Halloween broadcast from Ireland. Hosted by the senior editor of Travelzoo, it will include interviews from the Púca Festival and Derry Halloween, which will then air on over 25 TV stations across the United States.
- A number of international journalists and influencers have been invited to come and experience Púca Festival and Derry Halloween at first-hand – and then share their experiences here with their readers and followers. For example, Tourism Ireland, together with Steller – the popular travel storytelling app and community – will invite around 10 US influencers and digital creators, who have a combined audience of over 1.7 million followers, to visit this Halloween.
- In Germany, Tourism Ireland will partner with Elbenwald – a retailer for film and gaming fans – to share messages about Halloween. Activity will include instore promotions in Elbenwald’s 30 outlets around Germany, as well as activity on social media and content about Ireland on the Elbenwald website and blog.
- In Spain, a ‘spooky’ collaboration with the Embassy of Ireland and Metro Madrid will see actors take inspiration from Bram Stoker and dress up to engage with Madrid commuters at an old metro station called the ‘ghost station’.
- In the Netherlands, Tourism Ireland will host a Halloween-themed event on 31 October, which will be attended by Dutch travel and lifestyle journalists and influencers.
- In China, Tourism Ireland will join the Irish Consulate in Shanghai to organise an event for key journalists and influencers.
- In Italy, a new Halloween podcast episode will go live at the end of October on the podcast series Storie d’Irlanda (meaning ‘Stories of Ireland’) on Spotify.
- An online training session for US travel professionals, with tourism partners from Ireland, will focus on Halloween and its origins here.