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Score for tourism! Capitalising on Euro 2016

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With kick-off to the European Championship nearly upon us, Tourism Ireland today launched its Euro 2016 campaign, to capitalise on the tourism potential of the tournament.

Celebrating the historic and remarkable achievement that both Northern Ireland and the Republic of Ireland teams have qualified for the tournament, Tourism Ireland has created a new online film – bringing the beautiful game together with some of the most beautiful places on the island of Ireland. The video features two freestyle footballers – Jamie Knight in Northern Ireland and Dara Coyne in the Republic of Ireland – playing ball at some of our top visitor attractions, including the Carrick-a-Rede Rope Bridge, Powerscourt House and Gardens, Titanic Belfast, the Guinness Storehouse, the Giant’s Causeway and the Cliffs of Moher.

The campaign will be rolled out on Facebook and YouTube in seven markets – including France, Germany, Britain, Italy, Spain, Sweden and Canada – leveraging devotion to football in those countries. The film will also be promoted worldwide on Ireland.com (16.6 million visits in 2016) and via Tourism Ireland’s social media platforms – with its Facebook fans (about 3.6 million fans), Twitter followers (346,000), and on its YouTube channel.

Tourism Ireland will also target Euro 2016 fans converging in Paris from across Europe, with the film running on giant screens in the city’s official fan zone. The film will be shown more than 950 times – to a potential audience of up to 1.6 million people – at key times throughout the tournament and before and after all the Republic of Ireland and Northern Ireland matches.

Niall Gibbons, CEO of Tourism Ireland, said: “There is huge interest and excitement around Euro 2016, so we’ll be pulling out all the stops over the coming weeks to capitalise on the tourism potential of the tournament. With both Northern Ireland and the Republic of Ireland qualifying, it’s a superb opportunity for us to deliver the message that the island of Ireland is a fun and diverse destination, offering a variety of iconic experiences, and that there has never been a better time to visit.”

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