Ross announces additional investment for tourism

Wednesday 05 December 2018

Minister for Transport, Tourism and Sport, Shane Ross TD, has announced additional funding of €635,000 this year for Tourism Ireland. The additional resources assist three specific initiatives:

Ireland’s Ancient East ‘Vikings’ campaign, Other Voices live streaming overseas and investment in data-driven marketing to potential overseas visitors.

Minister Ross said: “In addition to the significant extra resources secured for Tourism in Budget 2019, I am pleased to confirm extra funding for Tourism Ireland this year. Tourism is one of Ireland’s most important economic sectors and 2018 is on course to be another record breaking year for overseas tourism to Ireland, which will mark eight consecutive years of growth for the industry. Notwithstanding this success, it is important that we continue to invest in our overseas marketing efforts and avail of opportunities such as “Vikings” and “Other Voices”. Last week I attended the launch of Tourism Ireland’s Marketing Plans for 2019 and it is clear that digital marketing is key in the competitive international marketplace. In this context I am allocating an additional €500,000 to help Tourism Ireland reach out to potential overseas visitors.”

Minister of State for Tourism and Sport, Brendan Griffin T.D. said: “I am pleased that we are making additional funding available to Tourism Ireland in 2018. Combined with the 26% increase in funding for Tourism in Budget 2019, this is a hugely significant investment in Ireland's overseas marketing and will certainly help to build on the success of recent years. The extra funding will allow the implementation of strategies for growth in the regions and throughout the year and will also help us prepare the tourism sector for the challenges of Brexit.”

Ireland’s Ancient East ‘Vikings’ campaign
‘Vikings’ is in the top 10 most-viewed TV series world-wide and is produced in Co Wicklow. To coincide with the series’ new season launch, Tourism Ireland will go live this week with an extended social media campaign to showcase Co Wicklow and Ireland’s Ancient East to ‘Vikings’ fans in the US, Canada, Great Britain, France, Germany, Spain, Italy, Belgium, the Netherlands, the Nordics and Australia.

€100,000 was invested in the campaign which will reach an estimated 2.1 million fans on Instagram and Facebook. It will feature a number of videos where ‘Vikings’ stars, Georgia Hirst and Jordan Patrick Smith take fans on a virtual tour of filming locations. These include Lugalla, Dalkey and Dalkey Island, Powerscourt Waterfall and Estate, Brittas Bay, Christchurch Cathedral and Temple Bar.

Other Voices live streaming overseas
€35,000 was invested in Other Voices live streaming overseas. This allowed Tourism Ireland live stream the ‘Other Voices Dingle 2018’ festival via Ireland.com to audiences in the US, Great Britain and Germany. The Ireland.com suite of websites attracts over 20 million visits each year.

Data-driven marketing to potential visitors overseas
An additional €500,000 has been invested in data-driven marketing to potential visitors overseas. To ensure its digital marketing continues to be ‘best in class’ for the 2020’s, Tourism Ireland is investing in new technology which will allow it to re-target visitors and potential visitors overseas with personalised messages and offers that are designed to appeal to their specific interests.

Ends
Press Office, Department of Transport, Tourism and Sport, 01 604 1090 / 01 604 1093 www.dttas.gov.ie pressoffice@dttas.gov.ie;
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Initial Publication Date: 
05/12/2018