Tourism Ireland has teamed up with popular Millennial-targeted mobile-first travel publication AWOL in Australia to promote Ireland as a vibrant, "must visit" destination to hundreds of thousands of potential tourists down under.
The month-long campaign includes two articles on AWOL highlighting Irish driving routes such as the Wild Atlantic Way, Causeway Coastal Route and Ireland’s Ancient East as well as some of the country's other top tourist attractions and experiences. The articles will be promoted via a variety of digital platforms, including AWOL’s social media channels and digital ads on the publication's website.
Tourism Ireland's manager for Australia & New Zealand, Sofia Hansson, said, “Our latest promotion with AWOL should prove to be a really effective way of engaging with our target audience of ‘social energisers’ in Australia, helping to really bring our message of fun and excitement to life. We want to show them that Ireland is a unique and different destination on the edge of Europe and inspire them to begin planning their holiday to Ireland very soon."
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Elsewhere, Tourism Ireland has also teamed up with Aer Lingus in Italy for a new promotional campaign that involves putting 250 posters up throughout metro stations in Rome in an attempt to entice the city's commuters to Irish shores for holidays. Fft.ie reports that this campaign will run in conjunction with a social media marketing endeavour that's projected to reach approximately seven million web surfers over the next four weeks.