General Industry

Tourism Ireland Launches New Campaign To Leverage St. Patrick's Day

By Dave Simpson
Tourism Ireland Launches New Campaign To Leverage St. Patrick's Day

Tourism Ireland has launched a new campaign to leverage St. Patrick's Day called "Green Is the New Black".

The aim of the campaign is to build on the success of Tourism Ireland's annual Global Greening initiative by extending the impact and sharpening the commercial returns of the Global Greening initiative for both tourism operators around the island of Ireland and travel trade overseas.

Tourism Ireland hopes to use the campaign to capitalise on the exposure for Ireland delivered by the Global Greening initiative and stimulate sales at a key booking period.

Inspired By Black Friday

Modelled on the Black Friday premise, "Green Is the New Black" will be a time-limited sales period during which prospective visitors to Ireland will be offered the opportunity to avail of savings on fares to travel to the island of Ireland as well as on tourism products when they are in the country.

The special discounts and promotional prices will be highlighted on Tourism Ireland's website.


Tourism Ireland director of markets Siobhan McManamy stated, "We're delighted to unveil our new campaign to leverage St Patrick's Day – 'Green Is the New Black'. We're taking the idea of Black Friday, when retail prices are heavily discounted for 24 hours, and switching the colour scheme during our Global Greening initiative, with our big Ireland sale around St Patrick's day. We want to extend the impact of our Global Greening initiative and sharpen the commercial returns for our tourism partners so they increase their sales at this key booking period."

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