Extensive first half Campaign drives Tourism for the Peak 
- North America

Some highlights in North America:

  • Over 300 million people across the US will see ‘Jump into Ireland’ advertising and holiday features this year.
  • Promotions will target 6 million Irish Americans and Scots-Irish in key gateway cities.
  • 2 million Americans will see Tourism Ireland ads in cinemas.
  • 1.5 million New Yorkers a day saw Tourism Ireland advertising in Times Square for two weeks around St Patrick’s Day.
  • 2 million NBC viewers watched the St Patrick’s parade.
  • Golf, business tourism, e-marketing and social media activities, promotions like the Philadelphia Flower Show and a series of sales blitzes across the US are keeping the island of Ireland front of mind for potential travellers.
  • Positive publicity worth up to €86 million will be generated by Tourism Ireland in North America this year including the distribution of e-press kits to 7,500 US media outlets.

First Half Advertising blitz
Over 300 million Americans will see Tourism Ireland’s new ‘Jump into Ireland’ ads this year.  Some key activity includes:

Press
20 million readers will see full-page island of Ireland ads and features in travel, thought-leader and epicurean magazines, including The New Yorker, Condé Nast Traveler, Bon Appétit and AFAR.

Cinema ads
Over 2 million Americans saw the new ‘Jump into Ireland’ ads on the ‘big screen’ in cinemas in 11
key cities during March.

 

Online ads 
Our online advertising kicked off in February with internet TV, video footage and banner ads running on premium digital channels such as FOX, MSN, NBC, Bravo, Newsweek, Washington Post, History Channel, as well as HGTV.com, Food Network, and on various travel and cooking channels. Island of Ireland offers are also appearing on high profile sites such as Travelzoo, Sherman’s Travel, Fodors, Dunhill Travel, Just Luxe and Luxury Link reminding potential holidaymakers about the great value airfares and vacation packages available.

World-Class Golf

'Home of Champions'
Tourism Ireland has a new 60-second commercial featuring Rory McIlroy which is airing on the Golf Channel and featuring his "I love being from Northern Ireland" quote.  T
hree new 60-second Northern Ireland Home of Champion commercials featuring Rory McIlroy, Graeme McDowell and Darren Clarke as well as top Northern Ireland golf courses and tourism facilities including the Irish Open, Titanic Belfast, ni2012 and the Giant’s Causeway are airing140 times around high profile golf tournaments during March and April. 

Click here to view the first one in the series

Three special half-hour programmes on Rory, Graeme and Darren are airing on the Golf Channel during the key period of March and April.

Industry partners promoted direct to golf holidaymakers and influential golf media at the PGA Golf Merchandise Show in Orlando, Florida. Golf is a major focus in the US in 2012 and activity includes a partnership with the popular Golf Channel involving TV and online advertising; mailings to targeted golf subscriber lists; an expanded publicity programme included a media event at the US Masters in Augusta in April; and there will be a Tourism Ireland presence, with partners, at two PGA events, The Barclays and the Deutsche Bank Championship. 

Tourism Ireland will also send two Northern Ireland ‘Home of Champions’ e-blasts in the coming weeks, each to 1 million golfchannel.com subscribers. This year’s Irish Open in Portrush is being used to draw attention to our world-class golf. Tourism Ireland is urging American golf fans to come and attend the Irish Open and to extend their trip to try out some of our other fantastic courses.

Targeting the Diaspora 
Over 6 million Americans of Irish descent in Boston, Chicago, New York, Philadelphia, San Francisco and Los Angeles will see radio, print and online advertising for the island of Ireland. Promotion to the Scots-Irish will continue as part of our strategy to encourage this segment to 'come home to the land of your ancestors'.

Pounding the pavements for business
Tourism Ireland and industry partners will ‘pound the pavements’ in the US this year, through a series of sales blitzes, targeting about 1,500 travel agents in nine key cities. The programme includes Dallas, Chicago, Tampa, Atlanta, Boston and Toronto during March and April, and Los Angeles, San Francisco and Vancouver later this year. The programme includes presentations and media networking events and provides excellent opportunities for participating tourism partners to showcase their product to key decision-makers in the various cities.

‘Team Ireland’ promotions
Tourism Ireland will mount a major presence at key travel, lifestyle and special interest fairs this spring, including the recent Philadelphia Flower Show which attracts more than 250,000 consumers each year.  Our expanded programme of promotions also includes sales missions, workshops and webinars.

Email marketing
Email marketing will reach about 200,000 potential holidaymakers around the US every month during 2012, highlighting compelling reasons to visit and great value offers. 

College football game to attract 15,000+ Americans 
At least 15,000 American football fans will travel for the sporting clash between college teams Notre Dame and Navy, in Dublin in September. Promotions with Anthony Travel (the travel agent for both colleges) have been targeting Notre Dame and Navy alumni associations, as well as the teams’ families, friends and fanbases through online marketing including Facebook and other social media. 

Co-operative promotions
Campaigns with all the airlines which fly from North America to Ireland, and with leading tour operators, are either planned or under way.

 

Publicity spotlight
About 200 American travel and lifestyle journalists – from broadcast, digital and print media outlets such as NBC, CBS, ABC, FOX, Travel Channel, PBS and the Huffington Post – will be invited to visit the island of Ireland this year, to write or broadcast about it on their return home. Tourism Ireland’s publicity programme in the US generated positive coverage worth almost €86 million in equivalent advertising values last year.

Business tourism
Tourism Ireland continues to build awareness of the island of Ireland as a world-class destination for association conferences – through a programme of online activity, familiarisation visits, direct marketing, webinars, advertorials and networking events, as well as business tourism promotions including IMEX America in October.

St Patrick's Greening 2012
For the first time ever, Tourism Ireland arranged for the spectacular Niagara Falls to ‘go green’ on St Patrick’s Day (on both the Canadian and US sides). The Coit Tower and City Hall in San Francisco, New York-New York Hotel & Casino in Las Vegas, The Empire State building in New York City, the Chicago River, the San Antonio River in Texas and the famous fountains of the White House in Washington DC also went green.

Ireland 'jumps into' Times Square
About 1.5 million New Yorkers a day saw Tourism Ireland’s ‘Jump into Ireland’ ads on the world-famous FOX screen in Times Square in New York during two weeks around St Patrick's Day.

Press
A special cover wrap-around appeared on AM New York during St Patrick's week. 

TV
Tourism Ireland sponsored live coverage of the New York St Patrick’s Day parade on the NBC network; 2 million viewers saw 60-second 'Jump into Ireland' ads during the show, as well as features on the St Patrick’s Trail, the island of Ireland culinary experience and genealogy. Tourism Ireland also promoted the island of Ireland at a range of St Patrick’s Day activities including parades and civic and community events in other centres across the US.

Social media
Tourism Ireland arranged for The New Yorker to tweet about Ireland on 17 March and encourage its 400,000+ fans to visit discoverireland.com; AFAR magazine also gave an extra special mention to Ireland on its social media channels. Tourism Ireland has over 216,000 fans on its Facebook page in the US.