Tourism Ireland has kick started an ambitious short-term advertising campaign in the United States which aims at rekindling sliding interest amongst North American holidaymakers for Ireland as an exciting and interesting travel destination.

The one-week campaign, said to be worth $500,000 (€350,000), will be using television, the internet as well as direct marketing in order to communicate the message.

It will mark the beginning of a promotional drive for the tourism organisation on American soil.

Responsible of showcasing Ireland as a travel option to foreign consumers, Tourism Ireland wants to generate at last 2% growth in North American tourist numbers to Ireland through out the coming year.

This week’s promotional drive will be presented to a huge TV audience via popular American stations including CNN, the Golf Channel, Discovery Science, Fox News, the Travel Channel and BBC America as well as others.

In terms of printed ads, readers of immensely popular New York Times as well as the Boston Globe will be targeted by the campaign.

But the overall advertising activity scheduled for the coming year will also include a selection of activities. One of them will be a recovery campaign to entice Americans living in key cities to visit Ireland.

Other activities will include co-operative ad campaigns undertaken in cooperation with tour companies and major airlines which make the transatlantic flight to Dublin or Belfast.

Niall Gibbons, Tourism Ireland chief executive, said that the North American market is extremely important for the tourism sector in Ireland.

Gibbons said that despite the expected lower numbers of North American visitors to Ireland and Europe as a whole during the next year, Tourism Ireland is ready for a close partnership with the toe country’s tourism sector in a bid to reach the 2%+ growth in tourists.

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