‘Tourism Ireland’ plans a major marketing campaign to resume tourism in the country

DUBLIN: Tourism Ireland is planning a major marketing plan to resume tourism to the country next year. The plan focused on three phases aimed at restarting inbound visits, rebuilding the market, and redesigning it, which was shared today by the agency in a virtual event. Hundreds of tourism firms from across the island and abroad are taking part in the marketing body’s recovery plans for overseas tourism.

As part of its marketing strategy, Tourism Ireland is preparing to launch a  digital campaign over Christmas called “Let’s get back to Ireland” which will run in 12 different markets, including the UK, the US, France and Germany.

A separate campaign aimed at the diaspora is also under way in the UK, the US and Canada, which will run until mid-January. The global social campaign #FillYourHeartWithIreland is also to continue into next year.

When deciding to resume visits here, the “Green Button” campaign will be launched, urging people to book in advance. The agency also planned virtual trade promotions, major broadcasts promoting Ireland and the annual Global Greening where landmarks around the world are lit up in green for St Patrick’s Day.

The agency said it would give priority to resuming business when the first phase of public health conditions allow next year.

Tourism Ireland chief executive, Niall Gibbons said: “As international travel begins to restart next year, it is clear that keeping the island of Ireland front and centre in consumers’ minds will be critical. Every destination across the globe has experienced the impact of COVID and will be seeking their share of the recovery.”

Mr. Gibbons said “this has been a catastrophic year for everyone in our industry, but I do believe that tourism can, and will, recover from this pandemic.” He added that “recent news about vaccines is really positive and gives us hope for travel in 2021.”