Spring Campaign 2011 - Europe

Almost 40 million potential French and German visitors will see the island of Ireland on their TV screens this spring.  Our promotional campaign in our two biggest European markets is in full swing, keeping Ireland ‘front of mind’ while people there are making their holiday plans.  The advertising is driving home messages of friendliness and humour and showcasing inspirational landscapes and great things to do.  The French and German markets are expected to return to growth in 2011.
Promotional highlights in France include:
TV Campaign
Up to 14 million potential holidaymakers in France will see our new TV ads on top channels.

The TV campaign is supported by online promotions with partners, including Aer Lingus, Irish Ferries, Air France, Brittany Ferries, and B&B Ireland.  

Travel Shows 
Tourism partners promoted to thousands of potential holidaymakers, travel media and leading tour operators at top travel fairs like Mahana, Lyon and MAP, Paris.

Promotions with Partners
Hypermarket chains Vacances Carrefour and Leclerc Voyages in up to 300 locations showcased Ireland holidays to potential new customers.

Promotions continue with top online travel agents like Expedia, Opodo and lastminute.com.

Award-winning website
Our website scooped ‘Best Tourist Board Website’ at the ‘Les Travel D’Or’ awards, the French tourism industry’s version of the Oscars, for its winning appeal and content, against competition from Spain, Australia, Mauritius and others.

Business Tourism
90 top French conference and meeting planners attended a Business Tourism networking event in Paris, hosted by Tourism Ireland and industry partners.  Business Tourism is being promoted in specialist corporate publications, through direct marketing and at events like Meedex in Paris

Schools Promotion
150 French schools took part in a competition to showcase the Shannon Region and Ireland as an ideal destination for school trips.  Click here to see the winning school's video on YouTube. Click here to see their video on YouTube.  

120 influential French media and popular bloggers will visit the island of Ireland in 2011 and generate coverage worth up to €7 million/£5.75 million in advertising terms.


St Patrick's Day Promotions
Our 'Greening’ of the Moulin Rouge for St Patrick’s Day was covered in over 30 newspapers.

Our fun ‘baby Patrick’ promotion reached over 2.5 million people through TV and radio, offering people who had a baby boy on 17 March, and who named him Patrick, the chance to win a trip to Ireland.

Social Media
Social media promotions will inspire potential French holidaymakers to come and visit, and encourage those who have already experienced the island to share their stories.  Tourism Ireland has over 21,000 Facebook fans in France (300,000+ fans worldwide).

Promotional highlights in Germany include:

Publicity Spotlight
Tourism Ireland will generate positive word-of-mouth and shine a spotlight on holidays in Ireland through publicity, in particular targeting journalists in the key cities of Munich, Stuttgart, Hamburg and Berlin.  Two hundred influential German media contacts – including print, broadcast and online journalists – will be invited to come and visit Ireland in 2011.

Online Advertising
Our pan-European online travel agent campaign promotes city tours and summer holidays with Expedia in Germany, France, Italy, Sweden and Norway, and with eDreams in Spain. As well as display ads, we will have homepage placements and newsletter inserts across all markets.

Social Media – ‘MISSION IRELAND’
Tourism Ireland will utilise social media to communicate inviting messages, to demonstrate the friendliness and fun for which Ireland is renowned and to encourage those who have visited to share their stories.  Tourism Ireland will invite a popular German blogger to visit Ireland during 2011, to undertake ‘Mission Ireland’ by completing a series of fun tasks and activities which will be decided upon by Tourism Ireland’s Facebook fans.

Golf promotions
Promotion of our world-class golf courses will be stepped up during 2011, to capitalise on the Solheim Cup which takes place at Killeen Castle in Co Meath, in September.  Tourism Ireland will use this prestigious sporting event as a ‘hook’ to put Ireland in the spotlight in Germany as a top golf destination.

Travel fairs
Tourism enterprises from around the island of Ireland have joined forces with Tourism Ireland at some of the large travel shows in Germany, including at ITB (International Tourism Exchange) in Berlin, the largest tourism fair in the world, and at CMT (Caravans Motor & Tourism Fair) in Stuttgart – bringing the Ireland message to hundreds of thousands of potential German holidaymakers, as well as leading travel media, tour operators and travel agents.

Co-operative promotions
Tourism Ireland will undertake extensive campaigns in conjunction with airlines including Aer Lingus, Ryanair, German Wings and Lufthansa, and with Irish Ferries, to demonstrate how easy it is to get to Ireland from Germany.  

Bus shelter ads feature in six key cities using Go Where Ireland Takes You maps – the campaign is supported online with video banners.

Travel to Ireland for St Patrick’s was more popular in Italy than travel to attend Italy’s 150th reunification celebrations in Milan, Rome or any major Italian city, according to Skyscanner, the flight comparison website.  Ireland and Dublin were ranked sixth in the world, in terms of searches initiated by Italians in the run-up to St Patrick’s Day.


Our co-operative campaign with Belgian tour operator Gallia includes TV advertising, SMS competitions, social media promotions on Facebook and YouTube, viral mailing and consumer ezines, as well as billboard advertising. 

Up to 220,000 Norwegian TV viewers tuned in to see images of Dublin and Ireland on "Norway’s Next Top Model". The show presented Dublin as a premier city break destination and featured footage of some of our well-known visitor attractions.  A promotional ezine sent to a database of 100,000 Norwegians included a competition prize of a trip to Dublin.
Tourism Ireland and 13 industry partners attended Fitur Madrid, the largest trade and consumer travel show in Spain with over 210,000 visitors.

The island of Ireland was centre-stage in Spain in March, boosted by the official visit of the President of Ireland, Mary McAleese, to Madrid and Barcelona.  Positive coverage of the island appeared in influential media including the national daily El País.