Tourism Ireland kicks off its promotional drive for 2015 this week – with an end-of-year campaign which includes ‘wrapping’ the Daily Telegraph with images of Ireland, including a wonderful image of the Cliffs of Moher.
The wrap was seen by more than 1.2 million ‘culturally curious’ readers, or potential holidaymakers for Ireland, across Britain.
This is the first time ever that Tourism Ireland has ‘wrapped’ the Daily Telegraph in Britain. The attractive, four-page wrap – featuring photography shot at the Cliffs of Moher, as well as Powerscourt Gardens in Co Wicklow, Eyries (on the Beara Peninsula) and Dublin – reached more than 1.2 million ‘culturally curious’ readers across Britain.
The Tourism Ireland campaign – which is being rolled out in Great Britain, the United States and Mainland Europe – has been timed to coincide with the Christmas holiday period and aims to grab the attention of travellers everywhere as they begin looking at potential destinations and planning their holidays for the year ahead.
Niall Gibbons, Tourism Ireland’s CEO, said: “Our end-of-year campaign has been specially designed to highlight short breaks and holidays in Ireland and to appeal to our key target audiences in Great Britain, the US and Mainland Europe – kickstarting our promotional effort for 2015. It has been timed to coincide with the holiday period when people typically begin planning their holidays for the year ahead.”
2014 was a strong year for overseas tourism, with about 7.3 million visitors (+8.8% growth over 2013) contributing more than €3.6 billion in revenue to the economy. Niall Gibbons continued: “Throughout 2014, Tourism Ireland undertook a packed programme of promotions, to bring Ireland to the attention of travellers everywhere. We are determined to ensure that the tourism growth we have seen continues. Our aim is to welcome a record 7.74 million visitors to Ireland in 2015.”