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Tourism Ireland Capitalises on Masters Hype

Tourism Ireland has launched its new Home of Champions golf campaign in the United States, to coincide with the 83rd US Masters in Augusta.

It includes a 30 second ad which will air to an estimated 16m households on the NBC Golf Channel. A further 1.2m people will see messages about golf in Ireland on golfchannel.com.

The ad will also air in the US later this year, around other Major championships and relevant TV shows.

Tourism Ireland’s Home of Champions campaign is designed to remind golfers across the US about Irish golf courses.

On the evening of 11th April, Tourism Ireland hosted its annual Meet the Irish media event at the US Masters. A key message was the fact that Royal Portrush will host The Open this summer for the first time in 68 years.

Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “Our message is that Ireland offers American golfers the complete package – with some of the very best links golf in the world, stunning scenery and the warmest of welcomes.”

Tourism Ireland’s golfing promotions for 2019 include running a two page feature in the official PGA Championship programme at Bethpage State Park, which will also be distributed online.

Alison Metcalfe continued: “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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