Dear Tourism Industry Partner,
Over the next week we will see two of the world’s most influential leaders visiting the island of Ireland. This is good news for tourism. The global media spotlight surrounding the visits will provide a great opportunity to showcase everything that makes this island special.
As we approach peak season, the most important part of the year from a tourism perspective, I want to assure you that Tourism Ireland is working hard to leverage the positive publicity that will beam directly into the homes of millions of potential visitors around the world. We are working flat out to exploit this unique opportunity in Great Britain, the US, and in other markets. You will find just some of the highlights below.
Tourism Ireland warmly welcomes the visits by HM Queen Elizabeth II and President Obama.
Historic Visits – Welcome Boost for Tourism
Global publicity worth up to €150/£125 million
The historic visits by HM Queen Elizabeth II and President Obama this week are providing a welcome boost for tourism. Up to 1,000 overseas media are expected here to cover the events The global publicity could be worth as much as €150/£125 million in advertising terms.
Tourism Ireland has launched special marketing and publicity drives in Britain and the United States to capitalise on the publicity spotlight. Campaigns before, during, and after the visits will push out the message that there’s never been a better time to visit the island of Ireland.
Tourism Ireland film footage of the sites and locations visited is being distributed to visiting media, and to media across Britain and the US. This reflects landscape and scenery, culture and heritage and themes like Irish food, equestrian Ireland, genealogy etc.
Additional travel and lifestyle media have also been invited to visit and to follow in the footsteps of the famous visitors.
• In Britain this week, TV ads will air (on ITV, Channel 4 and satellite channels), to coincide with the visit of HM Queen Elizabeth II.
• Over five million British radio listeners will hear our new radio campaign, featuring locations from the royal itinerary. Interviews with journalist and royal-watcher, Mary Kenny, are running on BBC and other radio stations across Britain.
• A special Tourism Ireland supplement with The Times will appear on Saturday 28th May.
• Tourism Ireland’s Royals in Ireland factsheet, as well as strong imagery and visuals, has been distributed to TV, radio, newspaper, magazine and online contacts.
• Royal correspondents and other media were also briefed in London recently.
• In the US, 2,000 broadcast and online media will receive news releases with embedded video footage featuring an interview with a genealogist who has researched President Obama’s ancestral heritage in Moneygall.
• Interviews with genealogists and historians, such as Helen Moss and Turtle Bunberry (host of RTÉ 1’s The Genealogy Roadshow), will also be available to US radio stations.
• The Irish diaspora will be targeted through key websites including IrishCentral.com.
• Full-page ads in publications such as the Irish Echo and Irish America will be supported by advertorials with literary and genealogy themes.
• A special four-page cover wrap on AM New York on 23rd May will highlight President Obama’s visit.
• A ‘hero spot’ on discoverireland.com in the US highlights the presidential itinerary and features strong messages on genealogy, US presidential ancestral links to the island of Ireland, heritage and literary Dublin.
• Tourism Ireland’s 120,000 US Facebook fans will compete to name US presidents with island of Ireland ancestry and presidential-themed wall posts will be stepped up.
• Media across the US have received a new presidential factsheet on visits by previous US presidents and on 20 US presidents’ ancestral links to the island.