Second win for Munster as tourism to feel benefit

TOURISM bosses said yesterday Limerick and the mid-west will benefit from a visitor spin-off out of the huge exposure gained by the city by Munster’s Heineken European Cup victory and homecoming celebrations.

Shannon Development’s director of tourism John King said: “The magical atmosphere around last Saturday’s game is set to yield a second win for Munster. This time it will be a tourism dividend for the Shannon region tourism industry, thanks to a tourism campaign undertaken by Shannon Development and Tourism Ireland UK.

“With all eyes on Cardiff last weekend we used the occasion to get a strong Limerick tourism message out to British and French fans attending this showcase event.”

The campaign involved the distribution of a colourful postcard outside the stadium in the build-up to the game and in the pubs and clubs in Cardiff during and after the game. The postcard highlighted the links between Limerick city and Munster rugby and promoting the range of access options from Britain to the region through Shannon International Airport.

The tourism agencies also produced 40,000 postcards to introduce potential tourists to Limerick and the mid-west. The postcard also contained a competition offering a holiday in Limerick city including match tickets to see Munster versus the All Blacks.

Shannon Development chairman John Brassil said: “The event gave us a great opportunity to showcase Limerick city as the tourism gateway to the Shannon region. The aim of the campaign was to get a clear message to potential French and British tourist that the Shannon region is a premier holiday destination.”

He pointed out that Britain is Ireland’s largest tourism customer, generating 57% of total visits to Ireland in 2006.

Britain accounted for 14% of total visits to the mid-west region in 2006, almost 700,000 visitors in all.

He said: “This latest campaign is part of Shannon Development’s overall British tourism marketing efforts, and the company is confident that it will yield tourism dividends.”


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