• Cyril McAree

Ciao Irlanda! Almost 19 million Italians Will See Ireland Ads In Rome, Milan and Brescia


Almost 19 million Italians will be seeing ads for Ireland in metro stations in Rome, Milan and Brescia, as well as in 13 different airports around Italy, over the coming weeks. A new Tourism Ireland campaign with Boscolo Tours, one of Italy’s leading tour operators, kicked off this week.

It’s a “moving TV” campaign – with a Wild Atlantic Way video playing on 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 280 screens in 13 different airports around Italy. The campaign also includes email marketing and social media.

The aim of the campaign is to continue to grow tourism from Italy, promoting the Ireland holiday programmes of Boscolo Tours and driving bookings for 2018 with an attractive package offer.

Niamh Kinsella, Tourism Ireland’s Manager Italy, said: “2017 was the best year ever for tourism from Italy to Ireland, when we welcomed around 363,300 Italian visitors, up +5.5% on 2016. Tourism Ireland is determined to ensure that success continues and we have an extensive programme of promotions under way in Italy in 2018. Co-operative campaigns with key partners, like this one with Boscolo Tours, are an important element of that programme, to boost travel to Ireland this year.”

Co-operative campaigns with other key Italian partners like Francrorosso and Lastminute.com are in the pipeline for the coming weeks.

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