• Cyril McAree

Spotlight on Ireland on Spanish TV, Cinema Screens, Buses and in Metro Stations


Millions of commuters in Spain are seeing eye-catching ads for Ireland in metro stations and on buses operating around Madrid. It’s all part of Tourism Ireland’s latest promotion in Spain to highlight the island of Ireland as the ideal choice for a summer holiday. The campaign – in conjunction with Logitravel, the third largest online travel agent in Spain – will reach millions of Spaniards between now and the end of July, taking advantage of late booking patterns among Spanish holidaymakers.

The extensive campaign includes: - 20-second Ireland ads on national TV, which will be seen by an estimated 8 million Spaniards; - ads on cinema screens in Madrid running around popular films, which will reach more than 832,000 people; - billboard ads in over 50 metro stations, as well as ads on buses operating in the Spanish capital, which will be seen by millions of commuters; - ads in national newspapers like El País and La Razón, reaching almost 8 million readers, as well as extensive digital activity.

Spain is an important market for tourism to the island of Ireland and travel by Spaniards to Ireland has grown significantly over the past 16 years – going from just 90,000 Spanish visitors in 2000 to a record 395,000 in 2016. Tourism Ireland is determined to ensure that growth continues and is rolling out a busy programme of promotions right throughout 2017. Barbara Wood, Tourism Ireland’s Manager in Spain, said: “2016 was the best year ever for Spanish visitor numbers to Ireland. And, the good news is that the most recent CSO figures confirm growth of +10.4% for February to April 2017. Tourism Ireland is rolling out an extensive programme of promotional activity throughout 2017. We’ve been partnering with Logitravel since 2012 and our joint campaigns have delivered extremely strong results, so we’re delighted to work with them again in 2017.” Factors working in our favour for travel from Spain this year include strong air connectivity, with a significant increase in the number of direct flights to Ireland over the past few years; and interest in visiting Ireland remains high among Spanish travellers, with Spaniards consistently ranking Ireland in their ‘top ten’ destinations to visit. Also, more than 20% of all Spanish visitors to Ireland arrive in the off-season or Q4 – a real opportunity to win business at a time when there is capacity here in accommodation and other tourism facilities.

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