Tourism Ireland in the US has joined forces with Hearst Media – one of the world’s largest magazine publishers – in a new initiative to promote the island of Ireland. The collaboration involves the production of three new videos for the online versions of Esquire, Elle and Town & Country. The videos will be seen by an estimated 2.5m people.
The Hearst team has been busy filming at numerous locations around Ireland – including Grianán of Aileach, Fanad Head Lighthouse, Magee of Donegal, Westport House, Kylemore Abbey and Ashford Castle.
The collaboration with Hearst Media is part of Tourism Ireland’s strategy to connect with prospective American visitors in new and unexpected ways.
Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “Tourism Ireland is delighted to collaborate with Hearst Media on this project, to create three new videos for its online audiences. The videos will be seen by some 2.5 million people across the US – inspiring them to put Ireland on their vacation ‘wish list’ for 2019.
“Tourism Ireland has prioritised North America as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. In 2019, Tourism Ireland aims to surpass the record-breaking performance of 2018 and to grow revenue from North American visitors by +8% to €1.99n, generated by 2.17 million visitors.”
Meanwhile, the agency has been targeting golf lovers as part of its promotional activity during this week’s Masters tournament in Augusta, Georgia. As part of its campaign, the agency has launched its new ‘Home of Champions’ golf campaign in the United States which includes a 30-second ad which will air to an estimated 16m households on the hugely popular NBC Golf Channel. And, a further 1.2 million people will see messages about golf in Ireland online – on golfchannel.com.