Golf tourism drive gets €10m advertising boost
A €10m campaign was launched today to attract golfing tourists from Britain, Europe and the United States to rural Ireland this autumn.
Building on the massive exposure of the Ryder Cup, Tourism Ireland will bombard television audiences with ads every hour showcasing the best of the country’s 400 courses.
Major broadcasters in the US, CBS, NBC and the Golf Channel have also signed up to show lifestyle programmes filmed on location here.
John O’Donoghue, Tourism Minister, said the success of the first five months of the year – which saw overseas visitor numbers up 14% – had to be built on.
“I am confident that there is even more overseas business to be won with the roll-out of this extensive campaign across all markets.
“And of course, the Ryder Cup, in September will offer us an additional and unprecedented platform to promote Ireland as a destination around the world.”
The minister also unveiled newly-created advertising for the marketing initiative known as Super Regions. The €3m campaign highlights the unique personality and varied attractions of each area, ease of access by air and by sea and value for money.
The scheme was developed with the help of Fáilte Ireland.
The Ryder Cup at the K Club, Co Kildare runs from September 22-24 and will bring 40,000 golf fans to the village of Straffan each day.
Simon Gregory of Tourism Ireland said there would be extensive advertising and promotion in the run up to the Ryder Cup at the end of September.
Ads will run every hour on Sky Sports 1 during the Ryder Cup, showcasing Ireland as a holiday as well as a golfing destination.
“We have also linked up with NBC, CBS and Golf Channel in the US to broadcast lifestyle programmes filmed on location in Ireland. An extensive marketing programme will also take place in Britain and Mainland Europe,” Mr Gregory said.
“We have over 400 golf courses around the island of Ireland so the golf product dovetails nicely with our push to drive business to the regions and also gives us the opportunity to highlight the excellent value for money golf packages right around the country.”
Mr Gregory said he expected the tougher security measures introduced at UK airports to slightly dent tourism figures.
But added: “Nevertheless, I am confident that between our €10m euro destination campaign and the hosting of Ryder Cup, there is still potential to attract many more visitors to all parts of the island this autumn, assuming there are no further major international travel issues.”
