Tourism Ireland has just launched its \u2018Ireland Unrushed\u2019 global campaign, going live in 15 key overseas markets.\u00a0<\/p>\n
Encouraging visitors to enjoy journeying around the island of Ireland at a slower pace this summer and beyond, the campaign is beaming across leading video platforms, social, and digital channels. Now in its second year, the plan is to build on the success of last year\u2019s campaign, aiming to reach over 100 million through publicity and advertising.\u00a0<\/p>\n
The campaign includes a series of videos highlighting breathtaking landscapes and \u2018slow tourism\u2019 activities \u2014 from travelling along inland waterways by boat or on greenways by bike, to journeying by train to cities such as Galway, Cork, Dublin or Belfast.\u00a0<\/p>\n
It also features locally grown produce on a coastal food tour and exploring local beaches, villages and hiking trails. In early testing, the campaign videos achieved over 90% persuasion scores, a measure of their ability to drive a change in consumer consideration for the island of Ireland.\u00a0<\/p>\n
Supporting the campaign, the publicity activity will highlight slow tourism experiences in global media outlets such as Lonely Planet, Vanity Fair Italia and The Independent in Britain. Tourism Ireland is also partnering with Cond\u00e9 Nast Traveler in the US and Canada, reaching potential visitors through themed articles and social posts.<\/p>\n
The campaign includes a specially created page on Tourism Ireland\u2019s international website, highlighting ten \u2018hero\u2019 journeys which showcase slower-paced and more immersive holiday ideas to prospective overseas holidaymakers. One of the prominent slogans is: \u201cOn the island of Ireland, we care about the depth of experience. When you take your time and immerse yourself, you feel more.\u201d\u00a0<\/p>\n
Tourism Ireland CEO Alice Mansergh said: \u201cMore than ever, people need moments of calm and our campaign is all about positioning the island of Ireland as the perfect place to create deeper connections with people and place, at a slower pace. Tourism Ireland is targeting visitors who are seeking a sense of exploration on their trips.\u201d<\/p>\n