Published on : Friday, April 7, 2017
Tourism Ireland is aiming to capitalize on the Masters Golf tournament by kicking off a new golf campaign aimed at bringing more US visitors to Ireland. This ad of 30 seconds will be aired to an estimated 6.5 million US households over the coming days on the NBC Golf Channel, while an additional 1.2 million people will be targeted with messages about Irish golf holidays on Golfchannel.com
The campaign comes as the 81st Masters would be on the go on Thursday in Augusta, Georgia, but it will also air later this year to correspond with other key tournaments. Tourism Ireland said that it hopes to build on its Home of Champions campaign, which reminded golfers across the US about the Irish courses where professionals such as Rory McIlroy, Pádraig Harrington, Graeme McDowell and Darren Clarke honed their skills.
Tourism Ireland is hosting its annual “Meet the Irish” media event at the Masters to prop up “key messages” to US golf journalists. According to Alison Metcalfe, Tourism Ireland’s head of North America, “Tourism Ireland has an extensive programme of promotions under way this year to highlight our world-class golf and encourage more Americans to consider a golfing vacation on the island of Ireland.”
This year, an increase in the number of airline seats and an expanded range of services between North America and Ireland are expected to propel growth in the number of visitors from North America. The WEF has ranked Ireland 23rd in a new travel and tourism competitiveness report.