Tourism Ireland has teamed up with P&O Ferries, Causeway Coast & Glens Borough Council and Mid and East Antrim Borough Council to promote the Causeway Coast and Northern Ireland as a ‘must see’ destination in Scotland. The new tourism campaign kicks off today (Monday, 5 March) and will run until the beginning of April.
The campaign will reach millions of Scottish ‘culturally curious’ holidaymakers – typically people over 45 years, who want to broaden their cultural experience. It includes radio ads, which will reach almost 1 million listeners on DAX, a new digital platform similar to Spotify; ads in eight different newspapers, including the Daily Record, Glasgow Evening Times, The Scotsman and the Edinburgh Evening News; two articles in the Daily Record and the Sunday Mail; online ads on popular travel websites; and social media promotions, including extensive advertising on Facebook.
Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “We are delighted to partner with P&O Ferries, Causeway Coast & Glens Borough Council and Mid and East Antrim Borough Council, to boost tourism from Scotland to Northern Ireland over the coming months.
“This year, Tourism Ireland is placing a greater focus on our ‘culturally curious’ audience, who stay longer and spend more. We will continue to create ‘stand out’ for Northern Ireland, in Scotland and elsewhere around the world, highlighting attractions and experiences like the Causeway Coastal Route, Titanic Belfast and our wonderful National Trust properties. We will also continue to leverage our connections with Game of Thrones. We are committed to ensuring that Northern Ireland continues to increase its share of the global travel business.”