Millions of commuters in Milan are seeing ads for Ireland on trams operating in the city as part of a promotion by Tourism Ireland, in conjunction with Aer Lingus, to highlight the island of Ireland for holidays and short breaks in 2018.
The campaign includes ads on 50 trams, as well as digital advertising. It is highlighting good value Aer Lingus fares from Milan to Dublin to drive bookings for the coming months. Tourism Ireland aims to ensure as much visibility as possible for the island of Ireland during key booking periods for holidays and short breaks.
A separate Tourism Ireland campaign is also under way in Italy and will run until mid-June. It includes videos running on Facebook and Instagram highlighting the island of Ireland, the Wild Atlantic Way, Titanic Belfast and the Waterford Greenway, with the message "Un caloroso benvenuto in Irlanda" (“a warm welcome to Ireland”).
Niamh Kinsella, Tourism Ireland’s Manager Italy, commented, “Italy is an important market for tourism to the island of Ireland. 2017 was the best year ever for tourism from Italy to Ireland, when we welcomed around 363,300 Italian visitors, up 5.5% on 2016. Tourism Ireland has an extensive programme of promotions under way throughout 2018 to continue to grow Italian visitor numbers.”
© 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.