Sheena O’Connell, Alison Metcalfe, Ashling Scanlon and Ross McLaughlin, all Tourism Ireland, beside one of Tourism Ireland’s Green Button outdoor ads in New York.
11 July 2022 – Phase two of Tourism Ireland’s 2022 Green Button campaign is now live in the United States. The aim is to reach, and engage with, audiences who have the highest potential to travel to the island of Ireland and to drive travel for autumn and winter.
June 17 2022
Photo: James Higgins
The campaign is running on TV in key gateway cities and priority areas – including New York, Boston, Chicago, Philadelphia, Washington DC, San Francisco and Los Angeles. Green Button ads are running on major television networks ABC, NBC, CBS and Fox, around popular programmes with large audiences. Ads are also running on leading streaming services like Hulu, WarnerMedia, YouTube TV, Sling TV and Discovery+.
The campaign also includes extensive outdoor advertising in New York, Boston and Chicago. Commuters in all three cities are seeing eye-catching ads for Ireland – in subway stations and on streets around New York, as well as in Chicago and Boston, where trains and subways are ‘wrapped’ in ads for Ireland. In total, the outdoor ads will deliver an estimated 54 million impressions (opportunities to see).
Another element of the campaign involves a partnership with well-known travel publication and website, Travel + Leisure. The partnership includes two articles about Ireland on the Travel + Leisure website; and Ireland videos are due to go live on TikTok, where Travel + Leisure has over 312,000 followers, later this month.
Alison Metcalfe, Tourism Ireland’s Head of North America, said: “Phase two of our 2022 Green Button campaign is live right now in the United States, reaching millions of Americans who’re considering where to go for their autumn or winter vacation.
“With non-stop flights available from gateway cities across the United States, we’re reminding American travellers that Ireland is ‘closer than you think’. Our message is that the island of Ireland is open for business again and we cannot wait to roll out the green carpet and welcome back visitors from the United States.
“The United States remains an extremely important market for tourism to the island of Ireland. In 2019, we welcomed 1.7 million American visitors, whose visits delivered €1.6 billion for the economy.”
Tourism Ireland’s partnerships with leading travel and travel deals websites like Travelzoo, Travel Spike, Dunhill Travel Deals and ShermansTravel are continuing. Attractive Ireland vacation packages are being presented to US travellers through email marketing to the travel websites’ databases and via their online and social media platforms.
Tourism Ireland’s ‘always on’ digital activity throughout 2022 also includes Green Button ads running on online video sites, on social media – Facebook, Instagram, Pinterest and TikTok – and on sites like TripAdvisor, Google and USAToday.com.
