Tourism Ireland kicked off its promotional drive for 2015 this week with a campaign that includes ‘wrapping’ the Daily Telegraph with images of Ireland, including one of the Cliffs of Moher.
The wrap was seen by more than 1.2 million readers and potential holidaymakers for Ireland, across Britain.
This is the first time ever that Tourism Ireland has ‘wrapped’ the Daily Telegraph in Britain. The four-page wrap also features Powerscourt Gardens in County Wicklow, Eyries (on the Beara Peninsula) and Dublin.
The Tourism Ireland campaign, which is being rolled out in Great Britain, the United States and Mainland Europe, has been timed to coincide with the Christmas holiday period and aims to grab the attention of travellers everywhere, as they begin looking at potential destinations and planning their holidays for the year ahead.
Niall Gibbons, Tourism Ireland’s CEO, said, “Our end-of-year campaign has been specially designed to highlight short breaks and holidays in Ireland and to appeal to our key target audiences in Great Britain, the US and Mainland Europe.”
2014 was a strong year for overseas tourism, with about 7.3 million visitors (+8.8% growth over 2013) contributing more than €3.6 billion in revenue to the economy.