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Global Tourism Push Gets Green Light 
World goes ‘Green’ for St Patrick’s Day 

Dear Industry Colleague

St Patrick’s Day traditionally marks the real start of the tourism season and our ‘greening’ initiative went truly global this year with many famous additions to capture public and media attention in key markets.

Our aim was to bring a smile to the faces of people around the world while showcasing our wonderful tourism offering to a huge global audience. Our message is that there has never been a better time to ‘Jump in’ and plan a visit to the island of Ireland.

Our St Patrick’s programme spanned Great Britain, Mainland Europe and North America as well as developing markets.  We availed of every opportunity to capitalise on Ireland’s heightened profile on TV, in newspapers and in digital media to promote good value holidays and short breaks, ni2012 and to launch The Gathering Ireland 2013 overseas.  All of this will provide an invaluable boost for our first half tourism marketing drive. 

Our ‘greened’ icons are set out below.


Niall Gibbons
Chief Executive

World goes ‘Green’ for St Patrick’s Day

Over 30 of the world’s top, iconic landmarks across six continents went ‘green’ this weekend to mark St Patrick’s Day.  This signalled the start of the tourism season and a major push to grow visitor numbers from overseas.

The biggest ‘greening’ to date captured media and public attention in markets across the world and put the island of Ireland in the publicity spotlight as an attractive holiday destination.

The celebrations kicked off with the Sydney Opera House, the Sky Tower in Auckland and the Oriental Pearl TV Tower in Shanghai all going ‘green’.  Burj Al Arab in Dubai and Table Mountain in South Africa were next.

ADM Greenings

In Europe, the Leaning Tower of Pisa, the Prince’s Palace of Monaco, the Cibeles fountain in Madrid, the TV Tower in Berlin, the ‘Lighthouse’ in Düsseldorf, City Hall in Brussels, the Burgtheater in Vienna, Hötorgsskraporna in Stockholm and the Municipal Stadium in PoznaƄ, Poland – where the Irish team will play during Euro 2012 – and the Palace of Culture and Science in Warsaw, all went ‘green.’

 Europe Greenings

Also in Spain, an entire town on the Costa Blanca, called Moraira, went ‘green’ and, thanks to Irish student Ben Finnegan, so did the Town Hall in the Plaza Mayor in Salamanca.

 spain greenigs

In Britain, the London Eye went green once again and was joined by the Glasgow Eye, Selfridges department stores in London and Birmingham, the Town Hall in Manchester, the Clyde Auditorium (the Armadillo) in Glasgow and The Hub and the Camera Obscura in Edinburgh.  And, a flock of sheep in West Lothian, Scotland, donned green fleece for the day! 


The homepage of in GB was ‘greened’ 16th - 19th March.  Opodo sent out “Happy St Patrick’s Day” emails with attractive holiday offers and ebookers ‘greened’ five London taxis to promote their island of Ireland offers around the city.

SPW online

In North America, Niagara Falls (both Canadian and US sides), the Empire State Building in New York, the replica “Chrysler Building” in the New York-New York Hotel & Casino in Las Vegas and both the Coit Tower and City Hall in San Francisco turned green.

 NA Greenings

Millions of people in Britain and elsewhere around Europe who tuned in to watch the Ireland v England game at Twickenham saw ‘Jump into Ireland’ sideline advertising and St Patrick's Day messages.


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