• Cyril McAree

Ireland Says ‘bonjour’! 13.5 million French see Tourism Ireland’s end-of-year TV campaign

Tourism Ireland has launched a new TV advertising campaign in France – to position the island of Ireland ‘top of mind’ with French travellers who’re now considering their holiday destination for 2020. The campaign will run for over two weeks and will reach around 13.5 million viewers around France – or potential holidaymakers for Ireland – on some of the country’s main TV channels, including France 2, France 3, TF1, Arte, Paris Première, Eurosport and CNews.

As well as the TV campaign, separate online activity will run until early January and will deliver more than 4 million impressions – with a 20-second Ireland video running on popular websites and catch-up TV sites like TF1 and France TV. Ireland ads are also running on the websites of publications like Tour Hebdo and Tour Mag, which are read by influential French travel agents and tour operators.

Monica MacLaverty said: “France is one of the top four markets for tourism to the island of Ireland. Tourism Ireland has been undertaking an extensive and targeted programme of promotional activity in France throughout 2019. We are now focused on the year ahead. Our aim is to continue to grow French visitor numbers and, in particular, to encourage more of them to come and explore our regions and less-visited attractions during the off-peak season.”

The spend on this campaign in France is from the additional funding allocated to Tourism Ireland in Budget 2020, in response to the Brexit challenge for Irish tourism. End-of-year kick-start promotional campaigns are also being rolled out in Britain, the United States, Germany, France, Italy, Spain, the Netherlands and the Nordic countries – designed to position us well for 2020.


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