T20 cricket used to drive tourism promotion
Ireland's high-profile two-day T20 international cricket match at Malahide Castle last week was used as the backdrop for a major tourism drive into the Indian market.
With an estimated 255 million people tuning in to watch both matches on the Sony Pictures Sports Network - in India and in other cricket-loving countries around the world - Tourism Ireland capitalised on this unique opportunity to showcase the island of Ireland.
Tourism Ireland, in conjunction with Cricket Ireland and the Irish Embassy in New Delhi, invited former India cricketer Ajay Jadeja to visit Ireland. He filmed a number of short videos at some of our top attractions - including Malahide Castle, the Ha'penny Bridge, the Guinness Storehouse and the Irish National Stud and Japanese Gardens. The videos aired in the ad breaks during the cricket matches on the Sony Pictures Sports Network - reaching a huge audience around the world.
Cricket is India's most popular sport by far and is played and watched almost everywhere in the country, so Ajay's visit and the videos he's filming here present a superb opportunity to highlight the island of Ireland.