General Industry

Tourism Ireland Unveils 2022 Marketing Plans In New York

By Dave Simpson
Tourism Ireland Unveils 2022 Marketing Plans In New York

Tourism Ireland in the United States has unveiled its marketing plans for 2022 at an event in New York attended by leading tour operators, travel agents and journalists from the tri-State area.


Guests also attended the premiere of a new giant-screen documentary film called Ireland at the AMC Lincoln Square IMAX Theatre, which is home to the largest IMAX screen in North America. Narrated by Liam Neeson, the film was produced by MacGillivray Freeman Films and is sponsored by Tourism Ireland, and celebrates Ireland's history, culture, arts, music and scenery.

This year, Tourism Ireland will roll out its biggest ever programme of promotions in the United States to restart overseas tourism to Ireland. Following a devastating two years for the tourism and travel sector, the programme will allow Tourism Ireland to upweight its campaigns, punch through the noise and convert "lookers" to "bookers" in order to save businesses and create jobs. Tourism Ireland's message is that Ireland is open for business again and it cannot wait to welcome back its American visitors.

Statement By Tourism Ireland CEO

Speaking at the event in New York, Tourism Ireland CEO Niall Gibbons said, "As we restart overseas tourism to Ireland, we are rolling out our biggest ever programme of promotions in the all-important United States market this year. We know from our research that there is significant pent-up demand among travellers to return to Ireland as soon as possible. However, we also know that there is significant competition in the marketplace; every destination has experienced the impact of COVID-19 and is now seeking its share of the recovery. Our campaigns will therefore need to punch through the noise and create an immediate desire to visit."

Green Button Campaign

Tourism Ireland's Green Button campaign went live in the United States last week. The US$8.5 million campaign is running in key gateway cities and priority areas including New York, Boston, Chicago, Philadelphia, Washington DC, Los Angeles, San Francisco, Seattle and Dallas to reach and engage audiences with the highest potential to travel to Ireland. Green Button ads will be seen on air and online, on major television networks ABC, NBC, CBS and Fox, around popular programmes with large audiences. Ads are also running on leading streaming services like Hulu, WarnerMedia, YouTube TV, Sling TV and Discovery+. The TV and digital campaign will reach an estimated 92 million people and will deliver over 600 million impressions (opportunities to see) this year.


Statement By Tourism Ireland's Head Of North America And Australia

Tourism Ireland's head of North America and Australia Alison Metcalfe stated, "We are rolling out our Green Button campaign in the United States right now - urging travellers to 'press the Green Button' and book their trip to Ireland this year. Our extensive programme of high impact campaigns and promotions is targeting those consumers with the great potential to travel to Ireland. Our message is very simple: Ireland is open for business again and we cannot wait to welcome back visitors from the United States. We’'re telling prospective US visitors that a warm welcome awaits them when they travel to Ireland, despite the disruption of the last couple of years."

Pre-COVID-19 American Visitor And Revenue Figures

Before COVID-19, in 2019, the island of Ireland welcomed 1.7 million American visitors, whose visits delivered revenue of €1.6 billion for the economy.

© 2022 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.