News Release -
Discover Ireland’s Wonderful West’ Campaign Launched in New York
Shannon Development organised for members of the Shannon Region Tourism Industry to attend the recent launch in New York of the ‘Discover Ireland’s Wonderful West’ campaign. The campaign is being undertaken by Tourism Ireland in association with Shannon Development and other tourism authorities along Ireland’s West Coast. Over 300 key US travel trade, carriers and media attended the New York launch, a €3 million marketing campaign designed to boost business to the Shannon Airport Catchment Area post-Open Skies.
Shannon Development executives and Region Tourism representatives were at the event to help promote the best of the Shannon Region holiday offering, which included Accommodation, Things to Do, Things to See, Festivals and Events and Entertainment/Cuisine. Among the Shannon Region tourism representatives at the event were; Doonbeg Golf Club, Adare Manor Hotel and Golf Resort, County Arms Hotel in Birr, Clarion Hotel in Limerick and Shannon Airport Authority.
The Shannon Castle Entertainers made a colourful additional to the event where they performed for the VIP audience in their traditional mediaeval costumes which they wear at Bunratty, Knappogue and Dunguaire Castles. During their stay in New York the Entertainers got to perform live on top US NBC TV programme, the ‘Today Show’ to an estimated US audience of 10 million. In addition to forming key US and media contacts the Shannon Region representatives also undertook a series of media interview for a range of top publications including print and radio.
The ‘Discover Ireland’s Wonderful West’ campaign is funded by an additional allocation of €3 million, secured by Minister Séamus Brennan and announced by him and Minister Noel Dempsey as part of the Economic & Development Plan for the Shannon Airport Catchment Area. The activity plan is the result of close collaboration between Shannon Development, Shannon Airport, and key industry players from the Catchment Area, working with Tourism Ireland and Fáilte Ireland, as part of a Tourism Working Group which was specifically formed for the purpose.
‘Discover Ireland’s Wonderful West’ focuses mainly on the US market which is the most lucrative, in terms of spend and length of stay. While direct transatlantic access into Shannon Airport will be reduced in peak season this year, there is still a considerable capacity of over 6,600 seats per week to target. The other main focus is Great Britain, Ireland’s largest source market, which attracted almost 5 million visitors in 2007. Tourism Ireland has also committed to invest an additional €275,000 in a promotional campaign in key Mainland Europe markets.
‘Discover Ireland’s Wonderful West’ marketing campaign is already underway and includes print, radio and online advertising with carriers, tour operators and industry partners, direct marketing on and offline and special promotions. These activities are over and above Tourism Ireland’s core overseas marketing activities in 2008.
Members of the Shannon Castle Entertainers pictured in New York during the ‘Discover Ireland’s Wonderful West’ campaign.
End
For further information please contact:
Nandi O’Sullivan
Public Relations Manager
Tel: +353 61 710259
Mobile: +353 86-2371510
Fax: 061 363180
E-mail: Click Here