Kingdom takes centre stage in tourism campaign

It’s a bit like times past when the sales line used to be ‘Kerry for the holidays’ but, this time, the audience is international.

Some famous landmarks in the Kingdom feature prominently in Tourism Ireland’s new global advertising campaign ‘Jump into Ireland’ with the clear message being: come along, get involved and have the craic.

The lively television ads — which have an estimated audience of 200m potential visitors worldwide — convey a strong spirit of joie de vivre.

Footage includes a group of young people cycling through the picture postcard Gap of Dunloe in Killarney, against a spectacular mountain backdrop.

Pub scenes, meanwhile, are reflected in images from Teddy O’Sullivan’s hostelry in Kilmackillogue, near Kenmare, and Dick Mack’s in Dingle.

Well known writer in Irish, Maidhc Dainín Ó Sé, father of TV presenter Daithí Ó Sé, is shown playing the ‘box’ during a trad music session in Dick Mack’s.

Tourism Ireland has kicked off 2012 with the roll-out of the campaign to promote the island of Ireland abroad over the next three years.

The literary and cultural heritage is portrayed through shots of the statue of poet Patrick Kavanagh in Dublin along with the Rock of Cashel in Co Tipperary.

The campaign is currently airing on television in Britain, Ireland’s largest and most important tourism market, including ITV, Channel 4, Channel 5, Sky 1 and satellite channels.

The ads are also appearing on television in France and Germany, in cinemas in Britain and the US, Spain and Italy.

Furthermore, they will appear on outdoor sites in Britain and online in the other 22 markets in which Tourism Ireland has a presence.

The soundtrack for the ads is taken from the latest album, Fallen Empires by Co Down band Snow Patrol.

Tourism Ireland chief executive Niall Gibbons said the campaign was designed to build on the return to growth achieved in 2011, when the number of visitors from all the main overseas markets increased.

“We are targeting further growth in 2012 and in the years ahead. Our goal is to welcome over 9m overseas visitors to the island by 2015, exceeding the record year for tourism of 2007,” he said.