North American Sales & Marketing Drive in Full Swing


Dear Industry Colleague,

St Patrick’s week is almost upon us and our North American marketing drive is in full swing
to maximise the heightened profile of the island of Ireland and target the over 40 million Americans who claim ancestral links.

Over 130 million North Americans will see advertising for the island of Ireland this year.
Millions more will receive targeted messages from us with value offers tailored to their interests.  We’ll be on the streets in a 9-city sales blitz and out there at all the top leisure, golf and Business Tourism promotions and fairs.  We’re marketing hard with carriers and the travel trade and reaffirming links with the Irish and Scots Irish communities.

This year, our North American publicity programme will generate positive coverage worth over €30/£24 million, if we had to buy the space.  For example, a new documentary
on Irish music – from the Clancy Brothers to Van Morisson and U2 – will air this year on 350 PBS stations across the US, and NBC will, once again, stream the St Patrick’s Day Parade in New York.
The “Back in the USA” Sales Blitz in Boston, New York and Chicago, and events like the Philadelphia Flower Show, are creating a real flavour of the holiday experience here.
They celebrate what gives us ‘stand-out’ – our music, culture, gardens, golf and, most of all, our friendly people.  Industry partners are playing a central role, spreading the word among hundreds of influential trade and media, and thousands of consumers.  They are hammering home messages of welcome and value – great fun, fares, packages and offers.

Dara Calleary, Minister of State at the Department of Enterprise, Trade and Employment,
joined us recently on the marketing trail, reaffirming the depth of the welcome that exists here, as well as Government commitment to the tourism effort and to the North American market.  Over the coming weeks, Ministers from Northern Ireland and the South will visit North America, and other markets, carrying similar strong tourism messages.

The message from North America is clear, 2010 will be another tough year for all of us but
by working together we can restore growth.  I look forward to working with you in the markets
in the months ahead as, together, we fight for business.

Niall Gibbons
Chief Executive

Niall Gibbons, Chief Executive, Tourism Ireland
with Entertainer Moya Brennan and Dara Calleary,
Minister of State at the Department of Enterprise,
Trade and Employment.


Some highlights of the North American campaign include:


  • Over 130 million US consumers will see Tourism Ireland advertising this year.
  • More than 60 million US consumers will receive targeted messages including value offers from Tourism Ireland in direct marketing activities.
  • ‘Back in the USA’ 9-City Sales Blitz has kicked off with a programme of B2B events including sales calls, trade and consumer promotions and media networking.
  • 700,000 partner offers booklets will be distributed through travel and lifestyle magazines,
    at trade and consumer shows and to enquirers to our call centre.
  • A special West Coast campaign is promoting great value offers through advertising, direct marketing, promotions and publicity, in partnership with carriers and tour operators.
  • 120,000 “Golf & More” supplements will be distributed with Global Traveler magazine and 7,000 golf pros will also get the "Golfing and More in Ireland " message.
  • Business Tourism activity will include a series of direct marketing initatives, promotions and events.
  • Promotion to the Ulster Scots community continues with advertising and direct marketing
    in key states.
  • Promotions - Tourism Ireland and industry partners had a strong presence at the recent Philadelphia Flower Show, Toronto Blooms, PGA in Orlando and the Boston Globe Travel Show.

Click here for more information on the North American Spring Campaign





"Know North America – Grow North America" Seminars

Learn more about the North American market and how you can grow your North American business by attending the "Know North America - Grow North America" seminars in Belfast & Dublin on 30 & 31 March.
Register now by clicking here



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