Hundreds of thousands of people are seeing ads for Ireland in airports, train stations and shopping centres around Italy this month.
The ads are part of Tourism Ireland's latest campaign with Italian tour operator Boscolo Tours.
The campaign involves a 15-second Ireland video running on screens in busy locations in Rome, Milan, Bologna, Florence, Venice and Verona, as well as e-mail marketing, social media advertisements and an article about Ireland in the latest edition of the Boscolo Tours magazine.
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The aim of the campaign is to promote the Ireland holiday programmes of Boscolo Tours and drive bookings for 2020.
"An Important Element"
Tourism Ireland's manager for Italy, Niamh Kinsella, commented, "In 2018, we welcomed 384,000 Italian visitors to the island of Ireland. Tourism Ireland has been undertaking an extensive and targeted programme of promotional activity in Italy throughout 2019 to continue to grow Italian visitor numbers and, in particular, to encourage more Italians to explore our regions and less-visited attractions during the off-peak season. Co-operative campaigns with key partners, like this one with Boscolo Tours, are an important element of that programme to boost travel to Ireland and to position us well for next year."
© 2019 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.