50 Shades of Green: See the landmarks going green for St Patrick's Day!
The 2017 Global Greening is up and running, with some 278 landmarks set to go green for St Patrick's Day.
Tourism Ireland's extraordinarily successful marketing initiative, which is expected to reach 44 countries today, is now in its eighth year.
One World Trade Center in New York, City Hall in London and Plaça de Catalunya in Barcelona are among the landmarks signing up to go green for the first time.
At 6pm EST today, An Taoiseach, Enda Kenny, will flip a switch in One World Observatory to light up several buildings throughout New York City.
From Rome to Rio and from London to Las Vegas, the greening is worth an estimated €10 million to the island of Ireland in publicity terms.
Thus far in 2017, it has cost just €24,000, according to Tourism Ireland.
The Global Greening began in 2010 with just two buildings - the Sydney Opera House and the Sky Tower in Auckland. This year, it's 278... and counting.
In Ireland, Ashford Castle is just one of the iconic landmarks going green.
Other new sites taking part in 2017 include four of Australia’s famous ‘Big Things’ (The Big Banana, The Big Kangaroo, The Big Merino and The Big Tasmanian Devil), the Petit Palais on the Champs-Élysées in Paris and the Magic Fountain of Montjuïc in Barcelona.
They are joined by some ‘old favourites’ which have gone green in previous years – including the Colosseum in Rome, the Sacré Cœur basilica in Paris, the Great Wall of China, Niagara Falls and the Christ the Redeemer statue in Rio de Janeiro.
"We are using every opportunity to capitalise on Ireland’s heightened profile this week," says Tourism Ireland CEO Niall Gibbons.
"The saturation coverage across the global airwaves, in newspapers and digital media, is an invaluable boost for our overall 2017 tourism promotional drive.”
NB: This story is being updated to reflect developments.