• Cyril McAree

Tourism Ireland Teams Up With British Airways To Encourage Britons To Discover Ireland


Tourism Ireland has teamed up with British Airways, to promote flights to Belfast and Dublin from London Heathrow and to highlight driving holidays along the Wild Atlantic Way, the Causeway Coastal Route and in Ireland’s Ancient East. Working closely with airlines and airports to build demand for flights is a key priority for Tourism Ireland and this campaign will reach our important ‘culturally curious’ and ‘great escaper’ audiences.

The campaign will focus on online ads on The Telegraph website; articles about the island of Ireland on the Apple News app, which will be seen by an estimated 25,000 people; ads on Facebook, linking through to the British Airways booking page; and a special Ireland landing page on the BA website.

Julie Wakley, Tourism Ireland’s Head of Britain, said: “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 this year, which means that competitiveness and the value for money message are more important than ever.

Tourism Ireland is placing a greater focus on our ‘culturally curious’ audience, who are less impacted by currency fluctuations. We are also undertaking an expanded partnership programme with partners, like this campaign with British Airways, communicating a strong price-led message.”

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