Tourism Ireland in the United States launched its marketing plans for 2018 yesterday (Thursday, 18 January) – at an event in New York attended by leading tour operators, travel agents and journalists from the tri-State area.
Tourism Ireland will prioritise North America once again in 2018, as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. Our important ‘culturally curious’ and ‘social energiser’ audiences will be targeted with distinctive vacation experiences, events and special offers tailored to their interests.
Tourism Ireland’s extensive programme of targeted activity for 2018 is already under way in the US. A major TV campaign is running on ABC, NBC, and CBS in five priority markets: New York, Boston, Chicago, Philadelphia and Washington DC. The TV campaign is complemented by extensive digital advertising and social media activity, specially designed to stimulate spring and summer travel.
And, the outlook for 2018 is very positive, with a number of factors working in our favour, including more airline seats than ever before between North America and the island of Ireland – including Norwegian flights from New York (Stewart International Airport) and Providence (Rhode Island).
Speaking at the launch in New York, Alison Metcalfe, Tourism Ireland’s Head of North America, said: “We are confident that our strategy – combined with more airline seats than ever before from the US, a strong dollar, as well as the strength and competitiveness of the vacation experience in Northern Ireland and elsewhere around the island of Ireland – will deliver further growth. We look forward to welcoming more of our great friends from the United States this year and in the years to come.
“We have a very clear focus for the year ahead. We will deliver growth by working in close collaboration with our Northern Ireland and American tourism partners, rolling out an extensive programme of high impact campaigns and promotions which will target those consumers with greatest potential to travel to Northern Ireland.”
In 2018, Tourism Ireland will create ‘stand out’ for Northern Ireland and the island of Ireland in the US, highlighting experiences like the Causeway Coastal Route, Wild Atlantic Way, Belfast and Dublin. Screen tourism will also remain a priority, as the organisation continues to capitalise on our connections with Game of Thrones and Star Wars. Promotions will grow travel to Northern Ireland and the island of Ireland during the shoulder and off-peak seasons.