• Cyril McAree

The Italian Job for Ireland! 29 Million Italians See Ireland Ads on Metro, Buses and in Airports


Tourism Ireland has teamed up with Francorosso, one of Italy’s leading tour operators, in a new campaign to grow tourism from Italy this summer. It’s a “moving TV” campaign – with an Ireland video playing on more than 3,453 screens in 72 metro stations and on board 69 metro trains, in the cities of Milan, Rome and Brescia; the video will also be played on 500 buses in Milan and on about 280 screens in 13 different airports around Italy.

The campaign, which also includes email marketing and social media, will reach an estimated 29.1 million Italians, or potential holidaymakers for Ireland, this month. It will promote the Ireland holiday programmes of Francorosso and drive bookings for this summer with an attractive package offer. Niamh Kinsella, Tourism Ireland’s Manager Italy, said: “2016 was the best year ever for tourism from Italy to Ireland, when we welcomed almost 345,000 Italian visitors, up +7% on 2015. Tourism Ireland is determined to ensure that success continues and we have an extensive programme of promotions under way in Italy in 2017. Co-operative campaigns with key partners, like this one with Francorosso, are an important element of that programme, to boost travel to Ireland in 2017.” Visuals show: Ireland video playing in Italian metro stations.

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