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Major American Tourism Campaign Kicks Off

Tourism Ireland has kicked off a major promotional drive in North America, the first time the tourism body has rolled out a campaign during the month of July.

The four week TV campaign will be seen by millions of potential holidaymakers, and has been timed to better align with when American travellers start looking for fall and winter vacation ideas.

The 30-second TV ad – Fill Your Heart With Ireland – will air on major networks, including NBC, CBS, Fox and ABC, in Chicago, Dallas, Denver, Hartford, Minneapolis, Philadelphia and Seattle. It will air around entertainment programmes with large audiences, such as Good Morning America, the Today show, The Good Doctor, The Ellen DeGeneres Show, Big Bang and Modern Family.

The TV ads will be complemented by digital and social activity, to run until the end of September. The digital activity includes new content with Hearst Media (one of the world’s largest magazine publishers) and Verizon Media (which owns brands like HuffPost and AOL). It also includes a new promotion with travel deals website Travelzoo. On Facebook and Instagram, Tourism Ireland will promote shoulder season vacations to people living in Chicago, New York, Boston, Philadelphia and Hartford.

The campaign heralds the start of another promotional drive for Tourism Ireland in the United States for the second half of 2019.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: “Our month-long TV campaign gets under way this week, targeting US travellers who’re now considering where to go for their fall vacation. Tourism Ireland has prioritised North America as a market which offers a strong return on investment, in terms of holiday visitors and expenditure.”

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