Right now, Tourism Ireland is planning a significant kick-start campaign, which will be launched when the time is right, possibly around St Patrick’s Day 2021 – to drive bookings and revenue for tourism businesses. It will deliver a very clear ‘book now’ message to create demand for summer holidays here, in order to save businesses and create jobs.
Niall Gibbons, Chief Executive of Tourism Ireland, said: “This has been a catastrophic year for everyone in our industry, but I do believe that tourism can, and will, recover from this pandemic. Recent news about vaccines is really positive and gives us hope for travel in 2021. In our research, Northern Ireland and Ireland have consistently been among the destinations that holidaymakers say they would be most comfortable visiting, even while social distancing measures are in place. So, while we in Tourism Ireland certainly don’t underestimate the challenges that may lie ahead, we look to 2021 with hope and optimism.
“As international travel begins to restart next year, it is clear that keeping Northern Ireland front and centre in consumers’ minds will be critical. Every destination across the globe has experienced the impact of COVID and will be seeking their share of the recovery. When the time is right, Tourism Ireland will need to punch through the noise and create an immediate desire to visit. Flexibility, above all, will be absolutely key.”
Tourism Ireland’s end-of-year promotional activity
Christmas is traditionally a key holiday-planning period for the year ahead. Tourism Ireland will roll out a major digital video campaign during this Christmas holiday period, to build anticipation for future trips here. Called ‘Let’s get back to Ireland’, the online film will be promoted on social media in 12 different markets, including GB, the United States, Canada, Germany, France, Spain, Italy, the Netherlands, Belgium, Switzerland, the Nordic countries and the UAE. To view the film, click here.
A campaign targeting the Diaspora is under way in GB, the US and Canada. This will run until mid-January in print and digital media, such as IrishCentral.com, Celtic Life International magazine, The Irish Post and The Irish World newspapers, to encourage the Diaspora to travel home, as soon as it is possible to do so.
Tourism Ireland’s global social campaign – #FillYourHeartWithIreland – which has been running since April, will continue into 2021. To date, the campaign has achieved excellent engagement with fans and followers on social media, delivering 541 million impressions (or opportunities to see) on Facebook channels and 37 million video views. This month, it includes a special #ChristmasInIreland promotion.
Tourism Ireland Chief Executive Niall Gibbons
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