Italian focus on Cliffs of Moher

Tourism Ireland’s is targeting the Italian market, with billboard advertisements highlighting the Cliffs of Moher and Ireland in the key metro stations of Milan and Brescia.

Tourism Ireland has teamed up with eDreams, one of Italy’s top online travel agents, in a joint campaign to promote Ireland to affluent commuters, with attractive offers encouraging them to book their Irish holiday on eDreams, a popular booking platform in Italy. The poster ad shows a stunning image of the Cliffs of Moher and features an attractive offer for a short break – reminding Italians why they should put Ireland on their holiday wish-list for 2016.

As well as the metro ads, the campaign is also highlighting holidays in Ireland through email marketing to hundreds of thousands of travellers throughout Italy on the eDreams database, as well as online advertising on the eDreams site.

In 2015, we welcomed about 321,000 Italian visitors to Ireland, up +25% on 2014.

Niamh Kinsella, Tourism Ireland’s manager in Italy, said, “Italy is an important market for tourism to the island of Ireland and we have seen excellent growth in Italian visitor numbers so far again this year, with the latest CSO figures indicating growth of +6% for the December 2015 to February 2016 period.”