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Additional €10m To Be Invested In Marketing Ireland Overseas

By Dave Simpson

Tourism Ireland has announced it will increase its spending by €10 million to €45 million in 2019, and will launch its first new global advertising campaign in seven years to help attract more overseas visitors to the island of Ireland.

The additional funding will allow Tourism Ireland to strengthen its marketing programmes next year. The organisation aims to grow overseas tourism revenue in 2019 to €6.5 billion (+6%) and visitor numbers to 11.67 million (+4%).

"Fill your Heart with Ireland"

Tourism Ireland’s new global campaign, "Fill your Heart with Ireland", will launch next month in the United States, Britain, France and Germany. From January 2019, it will be rolled out in over 20 markets around the globe. It will include TV, cinema, print, outdoor and online ads, as well as content for social platforms. The campaign will feature less visited attractions and locations and aims to attract visitors all year round.

Website Redevelopment

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Tourism Ireland will also redevelop its entire suite of Ireland.com websites, which attracts more than 20 million visits a year, to ensure its digital marketing continues to be "best in class" in the 2020s.

Global Ireland 2025 Initiative

In the context of the Government’s Global Ireland 2025 initiative, Tourism Ireland will implement its US, German, emerging markets and British market growth strategies. This will see the organisation expand its operations in China – with new representation in Hong Kong – and increase its marketing activity in the US and Canada, as well as in emerging markets like Japan.

© 2018 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.

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Enjoy full access to Hospitality Ireland, our weekly email news digest, all website and app content, and every digital issue.
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