Tourism Ireland capitalises on Masters ‘hype’ with new campaign to highlight golf holidays on the island of Ireland

Ireland golf ad to reach millions of US households this year 

With the 87th US Masters taking place in Augusta over the weekend, Tourism Ireland has launched a new golf campaign in the United States. It includes a 30-second TV ad which will air to a huge audience across the US on the hugely popular NBC Golf Channel. 

To view Tourism Ireland’s TV ad, click here. The ad will also air in the United States later this year, around other Major championships and priority tournaments, including the PGA Championship, the US Open, The Open, the Irish Open and the Ryder Cup. In total, the Ireland golf ad will deliver 16.2 million impressions (opportunities to see) in US households during 2023. 

Tourism Ireland will also host its ‘Meet the Irish’ media event at this weekend’s Masters. The first Major of the 2023 season at the iconic Augusta National is a fantastic opportunity to highlight our world-class golf to the top American golf journalists and Tour representatives who will be in attendance. The Irish Open at The K Club in September, the return of The Open to Royal Portrush in 2025 and the hosting of the Ryder Cup at Adare Manor in 2027 are some of the key messages which will be highlighted at the event.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “The US Masters provides an excellent opportunity for Tourism Ireland to highlight our world-class golf. The American golf market remains a priority for Tourism Ireland in 2023 and we continue to promote the island of Ireland as a top golf destination. 

“Golf is the world’s largest sports-related travel market and Tourism Ireland is working hard to drive home the message that a golfing vacation in Ireland is about much more than a round of 18 holes – the combination of our world-class golf and our unique brand of hospitality plays a key role in attracting US golfers.”