Hospitality Ireland portrays Tourism Ireland in new light

Thursday, November 18, 2021

In a statement published on its website, “Tourism Ireland said, Some 213,000 readers of Berlingske, a national daily newspaper in Denmark, have been reading all about Northern Ireland. An article about Belfast and the Causeway Coastal Route appeared in the travel supplement of a recent edition of the newspaper and included a stunning cover image of the North Antrim coast.

“Tourism Ireland in Copenhagen, in conjunction with Tourism NI, invited journalist Jesper TornvigLudvigsen to visit Northern Ireland last month. The resulting six-page spread appeared under the headline ‘Belfast ogNordkysten: GrønogGribende’ (meaning ‘Belfast and the North Coast: Green and Gripping’). It featured beautiful photography and articles on Belfast, Titanic Belfast, Dunluce Castle, the Giant’s Causeway and Carrick-a-Rede Rope Bridge, as well as the wonderful food and entertainment on offer here.

“Emer Mac Diarmada, Tourism Ireland’s Manager for the Nordic Region, said, ‘We are delighted with the excellent coverage and exposure for Northern Ireland in the Danish newspaper Berlingske. The article was read by around 213,000 Danes – so it’s a really great way of highlighting Belfast and the Causeway Coast front to Danish travellers. Publicity is an important element of Tourism Ireland’s overall promotional programme, helping to raise awareness through the media about the many things to see and do on holiday in Northern Ireland.’

“In September, Tourism Ireland kicked off its new ‘Green Button’ campaign in the Nordic region. It’s a £275,000, multi-media promotional campaign, which will run through November 2021. The campaign aims to generate awareness of the island of Ireland among Nordic travellers and drive bookings for short breaks and holidays here.

“Emer Mac Diarmada continued, ‘We are rolling out our new ‘Green Button’ campaign in the Nordic countries right now, to re-start tourism and encourage Nordic travellers to ‘press the Green Button’ and book the island of Ireland for their next holiday. Our key message is that we cannot wait to welcome back our Nordic visitors.'”

Nadine has considerable experience at senior level in the travel sector in Germany, having worked for Der Touristik – a major German tour operator and the largest tour operator from Mainland Europe to the island of Ireland – for 21 years.

In her most recent role, as Director of Marketing and Sales Promotion, she was responsible for developing integrated marketing campaigns with airlines, hotels and tourism boards around the world. Nadine has led multiple teams and managed staff members who trained thousands of travel agents. She was also responsible for the prestigious annual Der Touristik Travel Academy.

Tourism Ireland has announced the appointment of Nadine Lehmann as its new Market Manager Germany. Nadine will take up the post immediately, based in Tourism Ireland’s office in Frankfurt. She will be responsible for the development and implementation of Tourism Ireland’s strategy and marketing plans in Germany.

Tourism Ireland, together with partners from Ireland, attended Travel News Market in Stockholm last week to promote Ireland to key Swedish tour operators and travel agents.

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