independent

Saturday 19 January 2019

Powerscourt in global tourism drive

Inside Business

Sarah Slazenger of Powerscourt Estate with Aisling McDermott of Tourism Ireland
Sarah Slazenger of Powerscourt Estate with Aisling McDermott of Tourism Ireland

Representatives of Powerscourt Estate attended the Tourism Ireland of its marketing strategy and plans.

This was the announcement that Tourism Ireland will increase its spending by €10 million in 2019, to €45 million, and will launch its first global advertising campaign in seven years. Tourism Ireland's new global campaign - 'Fill your Heart with Ireland' - will launch next month in the United States, Britain, France and Germany. From January 2019, it will be rolled out in over 20 markets around the globe. It will include TV, cinema, print, outdoor and online ads, as well as content for social platforms.

The campaign will feature less visited attractions and locations and aims to attract visitors all year round. Powerscourt Estate was among around 500 tourism industry leaders from around the country to attend the launch. Minister Shane Ross was also there.

They heard that 'sustainability' is the watchword for Tourism Ireland, heading into 2019 and beyond. The organisation will place a greater focus on driving growth to less visited attractions and locations, as well as on driving business in the off-peak and shoulder seasons.

They also plan to re-develop the entire suite of Ireland.com websites. The new technology will re-target visitors and potential visitors with personalised messages and offers. In the context of the Government's Global Ireland 2025 initiative, Tourism Ireland will implement its US, German, emerging markets and British market growth strategies. This will see the organisation expand its operations in China - with new representation in Hong Kong - and increase its marketing activity in the US and Canada, as well as in emerging markets like Japan.

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