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Tourism Ireland launch new €78m ad campaign featuring Irish actors

Wednesday, January 18, 2023

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Aimed at luring more visitors to the country, Tourism Ireland has launched a new campaign with some of Ireland’s best young actors. New ads featuring actors Sharon Horgan from Bad Sisters, as well as Derry Girls’ Saoirse Monica Jackson and Jamie-Lee O’Donnell form part of a marketing spend of €78m to try to restore visitor numbers to pre-pandemic levels.


Speaking on RTÉ’s Morning Ireland, Chief Executive of Tourism Ireland Niall Gibbons explained that the ads will be played all over the world. The focus will be in the top four markets of the US, UK, Germany and France where the as will be shown beginning on St Patrick’s Day.


In 2019 Ireland welcomed11.3 million visitors earning a revenue of almost €6bn. In 2022, numbers were back to about 75% of that, thanks to a very strong performance in the second half of the year, Gibbons said adding that this year is expected to be “another good year”.


“The demand indicators from the USA are very strong, mainland Europe reasonably good, Britain a mixed bag at the moment,” he said.


“We had great success here over the last decade with the big hits like Star Wars and Game of Thrones filmed in Ireland, and we’re able to piggyback on the back of it, but that success has continued,” Gibbons said.


“And just with the Banshees [of Inisherin], for example, we had already been promoting that in our top four markets around the globe. Our video that we did with the producer and actors has actually been seen 10.6 million times.


“And now with the success in the Golden Globes, will be out again and our European markets and out in the US and the UK with it again”.


Gibbons said Ireland is a competitive destination for people to get to as accessibility is very good value. He said “at peak times of the year accommodation can be expensive” but compared to other destinations he said Ireland ranks reasonably well.


“We do sell ourselves as a premium destination, by the way, and the objective for us is to actually focus on revenue as opposed to numbers, and so, you know, in years to come, we’ll be looking at people who stay longer who spend more who have a greater propensity to travel in the regions and to travel off peak,” Gibbons said.

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