Over 8 million people living in London will see Tourism Ireland’s “escape the madness” ad campaign this June.
Featuring an image of a wonderfully peaceful Carrick-a-rede Rope Bridge, the ads will run on the London underground, highlighting the open spaces and lack of congestion here.
Over 200 large ads will appear at different tube stations across the city, targeting frustrated commuters during morning and evening rush hours.
Ads will also appear in the Evening Standard, the popular free daily newspaper which is read by millions of commuters each day, again with a message urging people to “escape” to the beautiful landscape and open spaces of Northern Ireland.
Tourism Minister Arlene Foster MLA said: “While millions of people are looking forward to watching the games, not everyone has Olympics fever and we want to take advantage of the opportunity to promote Northern Ireland as a place to escape to during the summer. Only a short plane ride or boat trip away from the rest of the UK, Northern Ireland has so much to offer tourists.
“This is our time to shine, and Titanic Belfast is only the start of an amazing range of events which includes the Land of Giants, the Clipper Yacht Race and the UK City of Culture in Londonderry. In a few weeks, the Irish Open will be held at Portrush and, with a stellar cast of golfers, it is sure to increase the buzz of Northern Ireland as a ‘must see’ place to visit. Throw in our beautiful scenery, spectacular beaches and lively cities and we have the ideal location for all those seeking to get away from it all.”
Niall Gibbons, chief executive of Tourism Ireland, said: “This summer’s Olympic Games present a unique opportunity to showcase Northern Ireland and the island of Ireland. With a global audience of about 4 billion, this is the largest sporting event in the world and Tourism Ireland intends to maximise the tourism potential of the games. The proximity of the games in London provides Tourism Ireland with a wonderful opportunity to showcase Northern Ireland and the island of Ireland as a top holiday and business destination.”