Tourism Ireland will launch its first national TV campaign in the United States in over seven years. This week sees the beginning of a month-long TV campaign which will reach an estimated 255 million potential American holidaymakers.
The TV campaign will run on TV channels which resonate with our important ‘culturally curious’ audience, including the History channel, Food Network, Discovery Channel, National Geographic and BBC America. The campaign – which features Tourism Ireland’s new 30-second ad highlighting the island of Ireland – will run for four weeks in tandem with social activity and an extensive online advertising campaign, designed to stimulate spring and summer travel.
Tourism Ireland’s goal is to ensure that growth from the all-important, high-spending US market continues in 2017 and will roll out an extensive programme of promotions right throughout the year. The organisation is targeting growth of +6% in visitors from North America to the island of Ireland this year. Key factors working in our favour include more airline seats than ever before between the US and island of Ireland, with a number of new flights and expanded services in the pipeline for this year; a strong dollar; as well as ongoing investment in world-class vacation experiences which appeal to American travellers, including the Causeway Coastal Route and Titanic Belfast.
Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We’re excited to kick off our 2017 promotional programme with a high impact, national TV campaign, to continue to build awareness of the island of Ireland as a premier and ‘must visit’ vacation destination. In 2017, Tourism Ireland will create ‘stand out’ for Northern Ireland and the island of Ireland in the US, highlighting iconic experiences like the Causeway Coastal Route and Belfast. Screen tourism will also remain a priority, as we continue to capitalise on our connections with Game of Thrones.”