Tourism Ireland’s latest promotion is under way in Australia right now – with commuters seeing eye-catching billboard ads for the island of Ireland in 165 key locations in Sydney and Melbourne. The ads will be seen by around 1.1 million people in Sydney and 1.2 million people in Melbourne.

The campaign also includes extensive digital activity – with online ads and video ads running on social platforms and on popular websites. It aims to raise awareness of Ireland as a fantastic holiday destination for 2019. – reminding Australian travellers why they should put the island of Ireland on their holiday ‘wish-list’ this year.

In 2018, we welcomed about 228,500 arrivals from Australia and New Zealand to Ireland, up +9.6% on 2017.

Sofia Hansson, Tourism Ireland’s Manager for Australia and New Zealand, said: “2018 was another record-breaking year for visitor numbers to Ireland from Australia and New Zealand. Tourism Ireland is rolling out an extensive programme of promotional activity again this year – to keep the momentum going and continue to grow Australian visitor numbers to the island of Ireland.” 

Tourism Ireland’s ‘early bird’ campaign will run until mid-April. The campaign is targeting ‘culturally curious’ and ‘social energiser’ Australian travelers, building on the momentum of phase one of the campaign (rolled out in Q4 2018), when Tourism Ireland’s message was all about keeping the island of Ireland ‘front of mind’ for Australians considering a trip to Europe in 2019. Phase two – now under way – is more focused on encouraging people to begin planning their Ireland itinerary now.