21 September 2017 – Tourism Ireland is teaming up with the iconic Saks Fifth Avenue in New York and Beverly Hills this week, in an exciting new collaboration which will run until 5 October.
Eye-catching window installations and in-store displays in the Saks Fifth Avenue flagship locations in New York and Beverly Hills showcase the island of Ireland – including the Giant’s Causeway and golf at Royal Co.Down. In addition, a double-page spread all about the island of Ireland is featured in the Saks Fifth Avenue fall fashion book – which reaches customers in stores, through direct mail and via saks.com.
Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We are excited about our new partnership with Saks Fifth Avenue, which promises to be a great way for us to showcase the island of Ireland and connect with our target audience in the United States. Working with such an iconic U.S. brand will help us raise awareness for some of the many unique experiences to be enjoyed around the island of Ireland, inspiring American travellers to put a trip to the island of Ireland on their ‘must do’ list.”
Social media activity via Saks and Tourism Ireland channels is highlighting the partnership and a competition to win a trip to the island of Ireland, as did an in-store event—with Irish music and food—for SaksFirst card members earlier this week. And, the 2017 Saks Holiday Gift Guide will feature a luxury trip to the island of Ireland, which may be purchased by customers with SaksFirst points.
Tourism Ireland has prioritised North America for 2017, as a market which offers a strong return on investment, in terms of holiday visitors and expenditure.
Alison Metcalfe continued: “Visitor numbers from North America for the first seven months of 2017 are strong, up +17.4% on the same period last year. Tourism Ireland has prioritised North America for 2017, as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. A number of factors are working in our favor, including more airline seats than ever before, making getting to here easier than ever from 20 gateway cities across North America.”