An article all about Northern Ireland’s Year of Food and Drink appeared in the travel section of theTelegraph in Great Britain last weekend, reaching about 1.1 million readers. It’s Tourism Ireland’s latest promotion to highlight Northern Ireland and our special Year of Food and Drink in the all-important GB market. The article describes the “creamy flesh of the Lough Neagh wild eel” and tells readers about Hillstown Farm Shop in Randalstown, with its “award-winning rare-breed pork, dry-aged beef, lamb and free-range chicken plus stellar beers from Hillstown Brewery”.
As well as this article, other articles about Northern Ireland will appear in the Telegraph online, between September and November, reaching a further 750,000 readers. And a promotion highlighting Northern Ireland’s Year of Food and Drink will reach more than 58,000 readers of the September edition of delicious (food magazine) in GB; with many more reading about it in the online version of delicious.
Vanessa Markey, Tourism Ireland’s Head of Great Britain, said: “We are rolling out our extensive autumn campaign right now, targeting millions of potential holidaymakers around Great Britain for city and rural breaks in Northern Ireland between now and the end of the year.
“We are continuing to highlight Northern Ireland’s Year of Food and Drink and what makes a holiday in Northern Ireland unique and truly memorable. Our message here in GB is that Northern Ireland is a superb choice for ‘foodies’ for a holiday or long weekend break. We’re inviting them to come and discover our wonderful food and drink – and also hear the stories of the passionate people who rear, make, cook, distil and serve this superb produce.”