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Tourism Ireland begin filming for three-year global advertising campaign


By Ishbel Macleod, PR and social media consultant

October 21, 2011 | 2 min read

Tourism Ireland has this week begun filming for its three-year global advertising campaign which will launch next year.

The series of three TV ads will be shot by award-winning director Daniel Wolfe, who works on both commercials and music videos.

A separate camera crew will film a series of online videos for the digital element of the new campaign, recruiting and filming ‘real’ local people around the island, highlighting in greater detail the iconic experiences featured in the TV ads and showcasing the many great things to see and do in their own corner of Ireland.

The campaign will comprise of TV, radio, print and online advertisements and will be rolled out across all Tourism Ireland’s main overseas markets from early 2012 to an estimated annual audience of 200 million potential visitors.

Niall Gibbons, chief executive of Tourism Ireland (centre, with central marketing director Mark Henry and director of photography Robbie Ryan), said: “This is a new advertising campaign which we believe will set Ireland apart from its competitors. Our research shows that our target consumers in our key overseas markets want a holiday full of unique experiences.

“In the new campaign, we will be placing particular focus on the iconic experiences that visitors can enjoy here – from experiencing Dublin as a cultural city break, to climbing on the Giant’s Causeway or cycling through the Gap of Dunloe, to delving into our rich medieval architecture and history at the Rock of Cashel.”

This will be Tourism Ireland’s first new advertising campaign for three years, and will aim to show the distinctiveness of a holiday on the island.

Filming locations will include Dublin’s Ha’penny Bridge and Sweney’s Pharmacy on Lincoln Place (which features in James Joyce’s Ulysses), the new Titanic Belfast building and a music concert in Belfast, and iconic tourist spots like the Giant’s Causeway, the beaches of Connemara, Dingle, the Ring of Kerry, the Rock of Cashel and the Cliffs of Moher.


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