Tourism Ireland to launch its first new global advertising campaign in seven years

Published on : Wednesday, November 28, 2018

Tourism Ireland would increase its spending by €10 million to €45 million next year and launch its first new global advertising campaign in seven years.


The tourism sector of Ireland is facing the combined threats of a no-deal Brexit, a significantly weaker sterling and a 4.5 per cent jump in the VAT rate which applies to the hospitality trade. The tourism body said that it would aim to strengthen its marketing programmes in the months ahead.


Tourism Ireland’s new global campaign – “Fill your Heart with Ireland” – will begin next month in the United States, Britain, France and Germany, and from January in more than 20 markets around the globe.


Tourism Ireland said that it is envisioning plans to grow overseas tourism revenue by 6 per cent to €6.5 billion and visitor numbers by 4 per cent to 11.67 million.


The campaign will include TV, cinema, print, outdoor and online ads, as well as content for social platforms. It will feature less-visited attractions and locations with targets to attract visitors all year round, highlighting outdoor activities like cycling, walking and kayaking.


Tourism Ireland also plans to expand its operations in China – with new representation in Hong Kong, as well as increase its marketing activity in the US and Canada, along with emerging markets like Japan.


This year is expected to be a record year for Irish tourism, with revenue generated by international visitors to touch €6.1 billion, an increase of 10 per cent over last year by December.


“2018 is set to be another record year for Irish tourism, surpassing all previous records and coming on the back of a number of years of strong growth,” said Niall Gibbons, the Tourism Ireland chief executive.


Gibbons added, “And, I am delighted to report that we have seen growth from all our main markets around the world – with record numbers arriving here from North America, mainland Europe, Australia and emerging markets.”


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