(TAN): Tourism Ireland has rolled out a new campaign – ‘Green is the new black’ for St. Patrick’s Day.
The aim of the campaign is to further the achievements of the marketing body’s annual Global Greening initiative, by improving the returns of Global Greening for tourism operators within Ireland and travel trade abroad.
Tourism Ireland looks to create noise on foreign shores through the campaign and capitalise on the exposure Global Greening has produced in order to inspire sales at a crucial booking period.
The campaign is designed like Black Friday, complete with a ‘big splash, time-limited sales period’ that offers potential tourists in all the main markets the chance to obtain substantial savings on travel fares and tourism products of Ireland.
Siobhan McManamy, Tourism Ireland’s Director of Markets, said they want to increase the impact of Global Greening initiative to raise sales during the key booking period.
“We’re delighted to unveil our new campaign to leverage St Patrick’s Day – Green is the new black. We’re taking the idea of Black Friday, when retail prices are heavily discounted for 24 hours – and switching the colour scheme during our Global Greening initiative, with our big Ireland sale around St Patrick’s day. We want to extend the impact of our Global Greening initiative and sharpen the commercial returns for our tourism partners, so they increase their sales at this key booking period,” McManamy added.
Tourism Ireland urged the tourism sector to present their offers to up their sales for the year.
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While the initiative will be promoted through digital marketing, social media and publicity, special discounts and promotional prices will be available on Tourism Ireland’s website.
Nearly 11.2 million overseas tourists visited Ireland in 2019, generating revenue of around EUR 5.8 billion.
Tourism Ireland plans to increase visitor numbers to 12 million by 2022, and overseas tourism revenue to EUR 6.54 billion, under its three-year marketing strategy for 2020-22.
This year, St. Patrick’s Day will be celebrated on March 17.
