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Spotlight on Lahinch links in new global TV ad campaign


THE spotlight is on North Clare as filming for the second phase of Tourism Ireland’s global advertising campaign, Jump into Ireland, is underway.

Filming is taking place at the Cliffs of Moher and Lahinch Golf Club. Footage captured for the TV advert at Lahinch includes legendary golfer and Ryder Cup winner, Christy O’Connor Jnr.

The new three-year global advertising campaign, comprising TV, radio, print and online advertising, was already rolled out successfully across all of Tourism Ireland’s main overseas markets earlier this year. The campaign will reach an estimated annual audience of 200 million potential visitors.

Filming for the campaign is also taking place at other locations around the island this week, including the Powerscourt Townhouse Centre in Dublin, the Giant’s Causeway in County Antrim and the walled city of Derry.

Mark Henry, Tourism Ireland’s director of central marketing, said, “People want a holiday full of unique experiences. In our Jump into Ireland campaign, we are placing particular focus on the iconic experiences that visitors can enjoy here from seeing the spectacular Cliffs of Moher, to experiencing Dublin as a great cultural city break or delving into the rich history of the walled city of Derry.

“Our research tells us that this campaign truly sets the island of Ireland apart from its competitors, helping to deliver growth in visitor numbers in 2012 and in the coming years.”

Research conducted by Tourism Ireland in its major tourism markets, including Great Britain, the USA, France and Germany, shows that while Ireland ranks high among the top 10 European destinations that people from those countries would like to visit, the main challenge lies in differentiating Ireland from its competitors, giving them a sufficiently compelling reason to come and visit now.

Tourism Ireland is highlighting the distinctiveness of a holiday in Ireland in its campaign. Phase two of the TV ads is being shot by BAFTA-nominated short film director Samuel Abrahams.

Director of photography on the shoot is Belfast-born Baz Irvine, who has been involved in previous high-profile ad campaigns for the likes of Nike, Ikea and Heineken. Baz shot Six Shooter (directed by Martin McDonagh), which won an Oscar for Best Short Film in 2006.

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