Tourism Ireland plans big UK push

Tourism Ireland is planning to use a €12.8m (£11.5m ) marketing war chest to lure more visitors from Britain.


The tourism body is readying a strategy to engage both the travel trade and consumers and will launch an advertising campaign in January. The marketing strategy will run under the strapline “Go where Ireland takes you” and there will be a strong focus on price-led messages.

Tourism Ireland plans to make St Patrick’s Day a huge consumer event while other promotions will take in culture, music and festivals.

The body’s lead advertising agency is JWT and its media planning and buying is handled by Mindshare.

Visitor numbers to Ireland have fallen, particularly from the UK and US, due to the recession and currency fluctuations. The strategy will focus on the UK and Germany and aims for three per cent growth in 2010.

Martin Culle, Irish minister for arts, sport and tourism, says: “Tourism Ireland’s global marketing plans are a key component in realising the potential of the many millions of people who will take holidays and short breaks in 2010.

“I welcome the tactical marketing campaigns to target trade and consumers overseas.”

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