Tourism Ireland has teamed up with Stena Line to promote holidays and short breaks on the island of Ireland to GB holidaymakers this autumn. A joint, month-long campaign – targeting our important ‘culturally curious’ audience – is now under way.
The campaign will reach about 20 million potential GB holidaymakers, inviting people to “Drive to Ireland and bring your senses to life”. It will highlight some of the many great places to discover here, including the Dark Hedges and the Causeway Coast in Northern Ireland, Ireland’s Ancient East, the Wild Atlantic Way and Dublin.
The campaign includes:
· ads in national newspapers, including titles like Metro Scotland, Manchester Evening News, Liverpool Echo, The Sunday Times and the Daily Mail, as well as in regional newspapers – which will be seen by an estimated 6.3 million readers;
· radio ads on Smooth Radio, Classic FM and Heart Radio – which will reach an estimated 8.3 million listeners;
· a competition on Classic FM in Scotland and North West England, encouraging listeners to visit a specially-created section about Ireland on classicfm.com and offering listeners the chance to win a fantastic trip to Ireland with Stena Line;
· online ads on popular sites, as well as ads on Facebook.
Julie Wakley, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted to partner with Stena Line this autumn, to encourage holidaymakers around Britain to take their car to discover the island of Ireland. We know that people who bring their car here on holidays tend to stay longer, spend more and are more likely to visit more than one region.”
Tourism Ireland’s joint campaign with Stena Line is just one element of the organisation’s busy autumn promotional programme, which is in full swing right now. The programme aims to boost late-season travel to the island of Ireland – from Britain and elsewhere around the world.