Ireland, a very popular destination that offers a wide array of tourist attractions, from historical sites and natural wonders to vibrant cities, a land of legends and myths highlighted by a stunning scenery, including mountains, lakes, woodlands and dramatic cliffs on the west coast offering breathtaking views of the Atlantic Ocean launched "Ireland Unrushed" a new global marketing destination campaign encouraging visitors to enjoy unique journeys around Ireland this summer and beyond.
The initiative, based on the insight that 80% of overseas visitors who choose non - sun holidays are seeking a sense of exploration on their trips and Ireland with this new campaign showcases the authentic essence of the country to live through enjoyable journeys highlighting authentic experiences in nature and in local communities.
The "Ireland Unrushed" campaign includes a series of videos breathtaking highlighting lasndscapes and slow tourism activities all reminding viewers that "You may find, when you slow down, you feel more" and featuring an atmospheric track called "Worlds Above Us" by Irish musician and composer Lōwli from Galway well known for her great music, an enchanting blend of elegant piano arrangements, delicate strings and haunting vocals.
The campaign is currently running on leading video platform social and digital channels in Canada, France, Germany, Italy, Spain, the Nertherlands, the United Kingdom and the United States, as well as in other key tourism markets around the world, it is live across the month of June and will reach an estimated 70 million people.
In early testing, the video achieved over 90% persuasions scores, a measure of their ability to drive a change in consumer consideration for the country.
The global marketing destination campaign includes dedicated materials on Tourism Ireland's international website, Ireland.com, highlighting ten "hero" journeys which showcase slower - paced and more immersive holiday idea to prospective overseas holidaymakers.
The Tourism Board of Ireland is partnering with local industry across the country to showcase "slow tourism experiences" from travelling inland waterways by boat, to experiencing locally grown produce on a coastal food tour, or journeying by train around popular cities like Belfast in Northern Ireland, Cork, or the capital Dublin to explore the local beaches, villages and hiking trails.
Chief Executive of Tourism Ireland, Alice Mansergh expressed her enthusiasm to launch "Ireland Unrushed" a campaign that today inspires to choose Ireland this year for their travel.
Research shows 80% of visitors who choose non - sun holidays arte motivated by a desire to explore whether that's getting out and about in nature, delving into culture or meeting local people.
Around 50% of potential holidaymakers say they would spend more on sustainable accommodation and experiences, so there is a positive interest also in enjoying destinations responsibility.
Tourism Ireland showcases inspiring journeys around the country, to win hearts, minds and trips. The new "Ireland Unrushed" campaign position Ireland as the perfect place to slow down, connect more deeply with people and landscapes and refresh.
When visitors choose Ireland, dwell for longer and explore more, the economic and community benefits of tourism across the island are increased.
Tourism Ireland with its campaign established partnerships, cooperations and links as :
• A partnership with Condé Nast Traveler in the U.S. and Canada which includes full articles and social posts.
• Sponsorship of an episode of Holly Rubenstein's podcast "Travel Diaries" in Great Britain, in which Holly will be joined by actor and comedian Ardal O' Hanlon.
• A slow tourism event in Barcelona which took place on 4th June, which was attended by over 20 Spanish travel professionals.
• Content in leading German travel magazine ADAC Reisemagazin.
• An article in Le Figaro in France, focusing on exploring Ireland via public transport.
Tourism Ireland in addition is working with tourism operators across Ireland by sharing some of the amazing show tourism initiatives on offer, which give visitors a chance to slow down and enjoy more enrtiching travel - leaving lasting memories.
Link
https://ittn.ie/irish-news/tourism-ireland-unveils-new-global-marketing-campaign-ireland-unrushed/
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