Tourism Ireland Unveils 2022 Marketing Plans in New York

Tourism Ireland in the U.S. recently unveiled its marketing plans for 2022 at an event in New York. The attendees consisted of tour operators, travel agents and journalists from the tri-State area.

Guests also attended the premiere of a new documentary film, called “Ireland,” at the AMC Lincoln Square IMAX Theatre. Narrated by Liam Neeson, the film has been  produced by MacGillivray Freeman Films and is sponsored by Tourism Ireland. The film celebrates the history, culture, arts, music, and scenery.

This year, Tourism Ireland will roll out its biggest program of promotions in the U.S. to resume overseas tourism to the island. Following a devastating two years for the tourism and travel sector, owing to COVID-19, the program aims to save businesses and create jobs by welcoming visitors from the U.S.

Tourism Ireland’s “Green Button” campaign recently went live in the U.S. The $8.5 million campaign is running in key gateway cities and priority areas (including New York, Boston, Chicago, Philadelphia, Washington D.C., Los Angeles, San Francisco, Seattle and Dallas), to reach and engage audiences with the highest potential to travel to Ireland. “Green Button” ads will be seen on air and online, and on television networks including ABC, NBC, CBS and Fox, around popular programs with large audiences. Ads are also running on such streaming services as Hulu, WarnerMedia, YouTube TV, Sling TV and Discovery+. The TV and digital campaign will reach an estimated 92 million people and will deliver over 600 million impressions (opportunities to see) this year.

Prior to the pandemic, in 2019, Ireland welcomed 1.7 million American visitors, whose visits generated revenue of €1.6 billion (approximately $1.75 billion) for the economy.

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