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.

Ireland

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.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here