TOURISM Ireland has launched an ambitious $500,000 (€350,000) short-term marketing campaign in the US, aimed at reviving dwindling interest in the Irish holiday market amongst North American travellers.
The campaign, which is running across television, online and direct marketing avenues in the US, this week, marks the start of a focused promotional drive for Tourism Ireland on the other side of the Atlantic. The body, which is in charge of promoting Ireland as a holiday destination to overseas consumers, is targeting a minimum of 2% growth in visitor numbers from North America to Ireland in the coming 12 months.
This week’s ad campaign will be seen by viewers of CNN, Fox News, the Golf Channel, Discovery Science, the Travel Channel and BBC America among others. Publications such as the New York Times and the Boston Globe are also being targeted.
However, the overall promotional activity planned for 2010 will include a range of activities. Among them will be arecovery campaign aimed at reviving the idea of visiting Ireland in key cities in the US; co-operative marketing campaigns carried out in conjunction with tour operators and major transatlantic airlines; and a specific micro-campaign focusing on visiting Northern Ireland. This will focus on the southern states of the US and include a campaign targeting the Scots-Irish community in the US. Specific Northern Ireland promotional events will include a major Titanic: Made in Belfast exhibition in New York.
Tourism Ireland chief executive Niall Gibbons said: “North America is a very important market for tourism to the island of Ireland. Despite the anticipated decline in access from North America to the island of Ireland and Europe in general next year, Tourism Ireland will work closely with the tourism industry to target our best prospects and deliver a 2%+ growth in visitors.”
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