Tourism Ireland to capitalise on McIlroy media interest

TOURISM Ireland is rolling out a “major” golf tourism campaign, worth €2.2 million, after Rory McIlroy’s historic US Open victory at Congressional.

The campaign is designed to capitalise on the huge international media interest in Rory’s success. According to data prepared for Tourism Ireland by O’Leary Analytics, around 34,000 articles appeared in more than 100 countries in the nine days after the US Open.

A total of 18,000 articles appeared in the US alone, reaching millions of Americans.

Tourism Ireland’s promotional programme will include an ad campaign under the banner “Home of Champions”, which will run in Britain in key golf magazines.