Tourism Ireland’s
Focus In 2019
Tourism Ireland has identified a number of strategic areas to underpin
its promotional activity in 2019. These include:
Leverage once-in-a-lifetime opportunities for Northern Ireland: as landscapes and heritage; and will dial up activities like walking,
The final series of Game of Thrones will air in spring 2019; Tourism cycling and kayaking. This is Tourism Ireland’s first major campaign
Ireland is planning a year-long programme of activity to maximise in seven years; its ‘Jump Into Ireland’ campaign was developed in
this opportunity. And, Tourism Ireland will also take every 2011.
opportunity to highlight The 148th Open at Royal Portrush.
Digital and social media:
Sustainable destination marketing: In 2019, Tourism Ireland will continue to leverage its strength
We now welcome more visitors from around the globe than in digital and social media. The organisation will re-develop its
ever before. Tourism of this scale provides great benefits to our international website, Ireland.com – for roll-out in 2020 – to
economy; however, there is an opportunity to spread this success ensure its digital marketing continues to be ‘best in class’ in the
across the year and more equitably. Not only will this benefit more 2020s. The new technology will also allow Tourism Ireland to
local communities, it will also ensure we continue to deliver our re-target visitors and potential visitors with personalised messages
renowned welcome and outstanding visitor experience. Tourism and offers, designed to appeal to their specific interests. Tourism
Ireland has developed a set of sustainability principles to guide its Ireland is now the fourth most popular tourism board in the world
marketing programmes into the future. These include: on Facebook (4.3 million fans), number four on Twitter (504,000
-a greater focus on less visited attractions and locations that have
overseas appeal, such as The Gobbins and Devenish Island.
-driving business in the off-peak and shoulder seasons; and
followers) and number four on YouTube (49.3 million views).
International publicity:
Tourism Ireland will ramp up its publicity programme around the
world – placing increased focus on digital channels and working
-co-operative activity with carriers, industry partners and the more closely with online media, including bloggers. This year,
travel trade overseas that drives either regional growth or season Tourism Ireland’s publicity activities generated thousands of
extension. articles and broadcasts about Northern Ireland, worth an estimated
New global campaign: £104 million.
Tourism Ireland’s new global campaign – ‘Fill Your Heart With Tourism Ireland’s Global Greening 2019:
Ireland’ – will refresh and reinvigorate the presentation of Northern 2018 will mark the 10th year of Tourism Ireland’s Global Greening
Ireland and the island of Ireland overseas. It aims to connect more initiative – when hundreds of iconic landmarks and sites around
emotionally with prospective visitors, by inviting them to ‘Fill Your the world will be illuminated in green to celebrate our national day.
Heart with Ireland’, with the promise that spending time here will
help restore their lust for life. The campaign will feature a range
of less visited attractions and locations and will highlight the
passions that research shows motivate our target audience, such
12
www.tourismireland.com