Tourism Ireland ran a four-page wrap highlighting holidays in Northern Ireland and airfares with Norwegian in Metro newspapers in New York and Boston last week, reaching about 850,000 commuters in both cities.
The campaign is part of a new Tourism Ireland promotion with Norwegian to promote flights to Belfast from Boston/Providence and New York, and to highlight Northern Ireland in the all-important US market.
As well as the Metro wraps, the campaign also includes full-page Northern Ireland ads in Metro newspapers in New York and Boston; email marketing highlighting Northern Ireland to Metro subscribers; and double-page spreads in the travel section of Metro in both cities.
Alison Metcalfe, Tourism Ireland’s Head of North America, explained, “Our aim is to raise awareness of the new ease of access to Northern Ireland from Boston and New York and to help drive bookings for both services. As an island destination, the importance of convenient, direct, non-stop flights cannot be overstated – they are absolutely critical to achieving growth in inbound tourism.
She added, “2017 looks set to be another good year for tourism from the United States and Canada, with the latest NISRA figures confirming almost 100,000 visitors to Northern Ireland from North America during the January to June period this year – an increase of +8% when compared to the same period in 2016.”