Dublin – closer and better value than before

Pictured at the launch: Richard Guiney, Dublin City BID; Frank Magee, Dublin Tourism; Kevin Moriarty, Fáilte Ireland and Neil Lane, IHF.

New €160k advertising blitz launched for Dublin

Details were today announced of a new €160,000 advertising campaign for Dublin funded by Fáilte Ireland, in conjunction with Dublin Tourism, the Irish Hotels Federation and Dublin City BID (Business Improvement District). A national radio and newspaper promotional campaign will begin tomorrow (Monday, August 2) to encourage people from around the country to come and visit Dublin.  

The campaign will complement the larger Discover Ireland campaign launched by Fáilte Ireland earlier this year. A mixture of radio and press adverts will highlight what there is to do in Dublin, focusing on three target markets in particular - families, young couples and the over 55s. 

The family campaign will present the great range of family activities throughout the capital including Dublin Zoo, the Viking Splash Tours and the recently launched Big Wheel at the O2. Young couples will be targeted through promotional activity focusing on the range of entertainment available including the Grand Canal Theatre and the O2 Arena. The over 55s campaign will focus on cultural Dublin and will promote the wide range of museums, galleries and key places of interest across the city.
  
Speaking today, Kevin Moriarty, Fáilte Ireland’s Head of Operations in Dublin said -  

“With the campaign, we want to encourage people from all around the country to consider a short break in Dublin. We, in Fáilte Ireland, believe that there is great potential in the home holiday market this summer and are determined to put Dublin firmly in the frame as many potential visitors look to plan their weekends away and short breaks.”

He added that, “We hope this campaign will entice potential visitors who may not have considered Dublin as a holiday location to reconsider. The developments across the national road network along with the increased value throughout the industry means that Dublin has never been closer or such good value. What is on offer in Dublin today reflects a great opportunity for people all around the country to come to their capital city and have an enjoyable break.”   

The campaign will feature national radio advertising which will include RTE Radio 1, Today FM, many of the leading regional stations along with Cool FM and Downtown Radio in Northern Ireland. The radio advertising will be supported by dedicated Dublin advertorials which will appear in the national press including the Irish Independent and the Irish Examiner. Regional press will also be targeted with tailored features designed for publications across the country. As well as significant support from Fáilte Ireland, this new marketing campaign is also being co-funded by Dublin Tourism, the Irish Hotels Federation and Dublin City BID. 

Speaking at the launch, Frank Magee, Chief Executive of Dublin Tourism said –

"We at Dublin Tourism are excited to launch this dynamic domestic tourism campaign for Dublin, generously supported by Fáilte Ireland. The result of a strong partnership between a number of key industry players, the campaign is designed to drive additional business to our tourism partners at a difficult time for the tourism industry. Domestic tourism has proven resilient in recent times and we would like to ensure Dublin has its share of that business. 2009 saw a 25% increase in the number of domestic bed nights for Dublin - our target is to build on that figure this year."

All communications will direct potential customers to a specifically designed Dublin campaign page on the Fáilte Ireland’s consumer website www.discoverireland.ie/dublin

ENDS

Note for editor

Fáilte Ireland

Fáilte Ireland, the national tourism development authority, was established in 2003 to guide and promote tourism as a leading indigenous component of the Irish economy.

The tourism and hospitality industry employs an estimated 190,000 people and generates more than €6 billion in revenue a year. 
 

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