Tourism Ireland has teamed up with Francorosso, one of Italy’s leading tour operators, in a new campaign to grow tourism from Italy this summer.
The campaign is a four week, moving TV campaign, with an Ireland video playing on almost 3,500 screens in 72 metro stations and on board 69 metro trains, in the cities of Milan, Rome and Brescia. The video will also be played on 500 buses in Milan and on around 280 screens in 13 different airports around Italy.
The campaign, which also includes email marketing and social media, will reach an estimated 17.2m Italians each week of the campaign. It will promote the Ireland holiday programmes of Francorosso and drive bookings for this summer with a package offer.
Niamh Kinsella, Tourism Ireland’s Manager Italy, said: “2017 was the best year ever for tourism from Italy to Ireland, when we welcomed around 363,300 Italian visitors, up 5.5% on 2016. Tourism Ireland is determined to ensure that success continues and we have a programme of promotions under way in Italy again in 2018.”