Tourism Ireland campaign in The Daily Telegraph this weekend promoted Northern Ireland food and drink to 1.4 million holidaymakers in the GB market.
The article which appeared over the weekend (on Saturday 9 September) was titled ‘Off the eaten track in Northern Ireland’. It gave a ‘flavour’ of some of Northern Ireland’s gastronomic treats including food producers like Broighter Gold rapeseed oil, Broughgammon goat’s meat and Ursa Minor Bakery in Ballycastle; and called out some of the award-winning restaurants including OX in Belfast, Brown’s Ardtara Country House Hotel in Upperlands and Wine and Brine in Moira. The article also outlines some of exciting food and drink tours on offer around Northern Ireland which guide visitors on a gourmet expedition.
The campaign also includes a specially-created ‘Indulge in Ireland’ hub on The Telegraph website, with lots of different articles which are being promoted via online advertising.
Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “Our partnership with The Daily Telegraph is another excellent opportunity to spread the word about Northern Ireland and the wonderful food culture to millions of travellers from the GB market.
“Great Britain is a vital market for tourism to Northern Ireland. It delivers 65% of all overseas visitors and around 58% of all overseas tourism revenue. I am delighted that official figures for the first quarter of 2017 show visitors from GB to Northern Ireland increased by +23%. Tourism Ireland’s busy publicity drive throughout the autumn in the GB market is designed to help maintain that growth momentum to year end and into 2018.”