Approximately 1.5 million Spanish residents are seeing ads for Northern Ireland in bus stations, train stations and shopping centres around Barcelona at present as part of a new promotion by Tourism Ireland in partnership with Spanish travel agent Atrapalo. The campaign aims to grow Spanish tourist numbers to Northern Ireland this summer and is being rolled out this month to take advantage of late booking patterns among Spanish holidaymakers.
As well as the outdoor ads dotted around Barcelona, the campaign also includes:
- ads in newspapers in Madrid and Barcelona;
- online ads on news and lifestyle websites;
- email marketing to approximately 2.7 million Spanish residents;
- and promotions via Atrapalo’s social channels.
Tourism Ireland is also highlighting ease of access to Northern Ireland, promoting the direct easyJet flight from Barcelona to Belfast as part of the Atrapalo packages on offer.
Barbara Wood, Tourism Ireland’s manager Spain, said, “In 2017, we welcomed more than 46,000 Spanish visitors to Northern Ireland, up 9% on 2016. Tourism Ireland is rolling out a busy and targeted programme of promotions throughout 2018 to continue to grow Spanish visitor numbers to Northern Ireland. Our co-operative campaign with Atrapalo is an important element of that programme to boost travel to Northern Ireland during the summer months.”
© 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.