St Patrick's Launch Pad for €28/£23M Tourism Drive
Over seventy million people around the world claim links with the island of Ireland.
St Patrick’s Day is a truly unique opportunity to reconnect them with their heritage and to showcase our wonderful tourism product to a huge global audience, from London to Sydney and Stockholm to New York.
Our ‘greening’ initiative continues this year, with some famous additions like Table Mountain, a UNESCO World Heritage Site in South Africa, and there are others that we’re keeping up our sleeves until closer to the day. Our aim is to bring a smile to the world and to convey the message that the island of Ireland continues to offer a warm welcome, fun and spontaneity, alongside fantastic scenery and great cultural activities.
Our St Patrick’s programme will span Britain, Mainland Europe, North America, Australia, as well as developing markets such as China and India. There will be saturation coverage of the island of Ireland across the airwaves, in newspapers and digital media and that’s an invaluable boost for our €28/£23 million first half tourism marketing drive.
“Our message this year is that there has never been a better time to visit the
island of Ireland, with great value from industry partners and terrific things to do and see.
Below are some current highlights and I will bring you further news as our campaigns roll out.
Highlights of €28/£23M Tourism Drive & St Patrick's Programme
- The London Eye, Table Mountain in South Africa, the Empire State Building in New York and the Sky Tower in Auckland are just some of the iconic buildings and attractions around the world that will ‘go green’ this year to mark
St Patrick’s Day and kick off a major €28/£23 million spring promotional drive to restore overseas tourism to growth.
- The spring campaign is the most intensive and targeted ever mounted by the organisation. It concentrates on the top four markets which account for
three-quarters of overseas business – Britain, US, France and Germany.
- Value for money and strong brand messages dominate our advertising and marketing. Our promotions are aimed at people living around US gateway cities and hubs in Britain and Europe with direct access to Irish air and sea ports.
- Increased investment in Britain: We’re increasing our marketing investment in Britain by +30% to return the market to growth. We’ll have a year-round presence on tv, radio, online and on social media. The television campaign kicks off on 7 March and runs through to June and from August to October. It will air on ITV, Channel 4 and other stations to reach over 17 million potential holidaymakers. Our publicity programme will deliver positive coverage across all media worth in excess of €65/£53 million in advertising value.
- In Britain, Tourism Ireland will participate in
St Patrick’s promotions in Glasgow, Birmingham, Cardiff and London. We will put the island of Ireland in the spotlight with live broadcasts from the Dublin parade and celebrity interviews syndicated to national and regional radio and TV programmes.
- In the important North American market, Tourism Ireland has a host of consumer and trade promotions taking place around
St Patrick’s Day and throughout the spring.
Tourism Ireland will sponsor live coverage of the New York St Patrick’s Day Parade on NBC, including film clips of the destination and interviews with tourism industry partners and celebrities.
The Empire State Building in New York will go green, as will the Chicago and San Antonio Rivers and the famous White House fountains.
- In France, our spring TV advertising campaign will commence on 16 March and will reach 14 million potential holidaymakers. This campaign will be supported by online promotions with partners including Aer Lingus, Air France, Irish Ferries, Brittany Ferries, B&B Ireland and others.
- Irish food will add a flavour of the island to
St Patrick’s Day promotions in Paris with cooking demonstrations at MAP, one of France’s biggest travel shows; and with liveried ‘demo’ bikes touring the major commercial district of Paris promoting Irish food and holidays.
And, in France, Germany, the Netherlands, Sweden, Spain and Italy, Tourism Ireland will join forces with Bord Bia to showcase ‘culinary Ireland’ through a new online game called
‘St Patrick’s Cooking Island’, targeting a younger European audience.
- In Germany, the island of Ireland will be on air on popular radio station HR1, in the run-up to St Patrick’s Day, courtesy of a joint Tourism Ireland-Aer Lingus promotion which will reach about 200,000 listeners each day during the two-week campaign. We will also join forces with Aer Lingus, Guinness and the German Irish Association Bayern (GIAB) for the St Patrick’s Day festival in Munich.
- Also in Germany, a €2.5/£2.1 million TV campaign is under way right now, reaching in excess of 25 million potential German holidaymakers. The ads are airing on prime time TV across seven top German stations, including around St Patrick’s Day; the campaign also incorporates a €1M/£800,000 radio and online advertising drive, which will run until June.
- In South Africa, Table Mountain – a World Heritage Site and one of Cape Town’s most iconic landmarks and visitor attractions – will go green on St Patrick’s Day. In New Zealand, Auckland’s Sky Tower will also go green on 17 March.
In Australia, we are working closely with the National Museum of Australia on its ‘Irish in Australia’ exhibition, which opens on St Patrick’s Day and runs through to the end of July.
- Elsewhere, in Belgium, the famous Manneken Pis statue will don Irish tweed on
St Patrick’s Day, with a civic reception hosted by the Mayor of Brussels.
In Sweden, ‘flashmobs’ will perform in Stockholm’s busy Central Station.
Tourism Ireland will also participate in St Patrick’s Parades in cities across the world including Oslo, Tokyo, Beijing and Shanghai.
www.tourismireland.com/industryopportunities.html for information on ways to get involved in Tourism Ireland's promotions overseas.