General Industry

Tourism Ireland Teams Up With Viajes El Corte Inglés To Boost Travel In Final Quarter

By Dave Simpson
Tourism Ireland Teams Up With Viajes El Corte Inglés To Boost Travel In Final Quarter

Hundreds of thousands of Spanish residents are seeing a giant video ad for Dublin right now outside the El Corte Inglés department store in the Plaza del Callao in Madrid, and similar ads are running in other busy locations around Madrid and Barcelona.

Tourism Ireland has once again teamed up with the tour operating arm of Spanish retailing giant El Corte Inglés to promote winter breaks in Ireland to millions of late-season Spanish travellers. As well as the high impact outdoor ads in Madrid and Barcelona, the campaign also includes:

  • digital video ads in train stations in Madrid;
  • full-page ads in newspapers;
  • social media activity;
  • e-mail marketing to approximately 20,000 Viajes El Corte Inglés clients; 
  • and in-store advertising in 492 travel agencies around Spain.

"Taking Advantage Of Late Booking Trends"

Tourism Ireland's manager for Spain, Barbara Wood, commented, "Tourism Ireland is delighted to partner with Viajes El Corte Inglés once again. Our campaign aims to boost travel to Dublin and Ireland in the last quarter of 2019, taking advantage of late booking trends, as there is still plenty of business to play for. About 21% of all Spanish visitors to Ireland arrive in the off-season or Q4, a real opportunity to win business for Dublin and Ireland at a time when there is capacity in accommodation and other tourism facilities. Also, Spaniards tend to travel in the latter part of the year due to the high concentration of bank holiday weekends.

"Spain is an important market for tourism, with 423,000 Spaniards visiting the island of Ireland in 2018. We are undertaking an extensive and targeted programme of promotional activity in Spain again this year to build on that success and, in particular, to encourage more Spanish holidaymakers to explore less-visited attractions during the off-peak season."

© 2019 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.