To promote the launch of its “Green Button” promotional campaign, Tourism Ireland and the Irish tourism minister Catherine Martin visited Chicago and New York this week. The events were the first major in-person series of promotional events undertaken by Tourism Ireland in the United States since the outbreak of COVID-19; the aim of the visit is to position Ireland well for 2022.
As part of the multimedia promotion, the campaign urges U.S. travelers to press the “Green Button” and book a vacation to Ireland in the coming months. (Green being chosen as the color for its meaning as the color for “go” and the color universally connected with Ireland.) Famous attractions and scenery are front and center in the campaign, including Dublin’s Trinity College and Guinness Storehouse, and Belfast’s Titanic Museum, along with the Giant’s Causeway in County Antrim and the Cliffs of Moher in County Clare.
The campaign officially launched on Monday, September 27 on broadcast and streaming television (including ABC, CBS, NBC and Fox) in Boston, Chicago, New York, Philadelphia, Washington, D.C. and San Francisco. The ads will also be seen on select streaming services, including Hulu, Warner Media and Sling. Combined, Tourism Ireland expects to reach nearly 30 million impressions.
There will also be a digital program, including online video and display, social media, rich media and strategic media partnerships with leading platforms and publications, including YouTube, Facebook, Instagram, Pinterest, TravelZoo, TripAdvisor and Hearst Media (Elle, Esquire, Town & Country). This digital program will deliver 164 million ad views, according to Tourism Ireland.
Ireland will, lastly, be hosting 10 “top-tier” influences in the coming months as they visit Dublin, Northern Ireland, the Wild Atlantic Way and Ireland’s Ancient East.
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The $4.9 million campaign, which is scheduled to run through January 14, 2022, will seek to reach and engage audiences with the highest potential to travel to the island of Ireland. All promotions will drive viewers to www.ireland.com, where they will find travel offers from Tourism Ireland’s partners.
Alison Metcalfe, executive vice president, Tourism Ireland, North America and Australia/New Zealand, said in a press statement that the “Green Button” campaign “aims to generate awareness of Ireland and encourage U.S. travelers to book their next trip to Ireland. Our key message is that we cannot wait to roll out the green carpet and welcome back visitors from the United States in 2022 and beyond.”
Ireland’s Promotional Tour
While in the U.S., Minister Martin hosted roundtable lunches with travel trade, air carrier contacts and media in Chicago and New York, promoted Ireland at the Ryder Cup 2020 at Whistling Straits, met with the organizers of the annual Milwaukee Irish Fest, as well as with Irish artists at the Irish Arts Center in New York, and more.
In a statement, she said, “My message this week will be that we are open for business and looking forward to welcoming Americans back to Ireland. I know that Tourism Ireland has put a huge amount of work into the ‘Green Button’ campaign, and I have no doubt that it will resonate with our American friends. Now that our economy and society has reopened, it is opportune to show Americans what they have been missing.”
Niall Gibbons, chief executive of Tourism Ireland, added: “Our focus is on rebuilding consumer confidence, in order to drive a strong recovery. Restoring air connectivity is also a key priority for us in the U.S.A.; as an island destination, connectivity is critical for the success of inbound tourism. The United States is a fiercely competitive market; every destination has experienced the impact of COVID and is now seeking their share of the recovery. We will be pulling out all the stops to set the island of Ireland apart from our competitor destinations.”
Why such a focus on the U.S? According to Tourism Ireland, it is the second-largest source market for tourism to the island of Ireland. In 2019, Ireland welcomed 1.7 million American visitors. In terms of revenue, it is the most important market: In 2019, American visitors generated $1.9 billion in revenue, equal to 27 percent of all tourist revenue for the year. In total in 2019, Ireland welcomed almost 11.3 million overseas visitors, delivering revenue of over $6.8 billion.
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