Ireland promotes its ‘great places’ in €50m global tourism campaign

A €50 million global advertising campaign to market Ireland as a tourist destination was unveiled yesterday.

The three-year pitch, launched by Tourism Ireland and Fáilte Ireland, will have an estimated audience of 200 million people worldwide.

Great Places and Activities Brought to Life by Great People, is the culmination of a major effort by the industry to revisit how Ireland presents itself as a tourism destination overseas.

Tourism Minister John O'Donoghue said the campaign has been rigorously researched and tested with consumers and the initial response has been very positive.

The minister pointed out that the Exchequer spend on tourism topped €134m in 2006 an increase of 7% on 2005 and the largest ever budget for the industry.

Tourism Ireland chief executive Paul O'Toole said the new campaign reflects Ireland's strengths the beautiful scenery, the warmth of the people and the living and historic culture.

"But our new advertising also brings to life, in a warm and humorous fashion, the wide range of holiday choices and activities just waiting to be discovered in Ireland."

A €4m-three-pronged strategy for the promotion of the regions of Ireland overseas will be rolled out in the coming year.

This will include a series of all-island tourist theme trails or Rainbow Routes will include music, gourmet, literature, history, Christian Heritage and Houses and Gardens.

Tourism Ireland's consumer website will change its name to www.discoverireland.com. Fáilte Ireland said it will treble its golf marketing effort overseas in 2006 and promote the Ryder Cup in the summer.

Early estimates indicate that over 8.1 million visitors will have come to Ireland by the end of 2005, an increase of 394,000.

Overseas tourism revenue will be just under the €4 billion euro mark.

Europe had the highest increase of all markets with a rise of 17% to €1.92m.