Tourism Ireland capitalised on the 2018 Ryder Cup hype with a new campaign in the USA highlighting golf-specific holidays on the island of Ireland
The campaign’s lead commercial, called ‘Home Of Champions’, aired in the USA on the tournament’s official American broadcaster – the NBC Golf Channel.
The 30-second ad was run through the three-day competition to reach the million of American golf fans tuning in to see Team USA take on Team Europe.
It aims to remind American golfers about our fantastic golf courses where our champions – including Rory McIlroy, Pádraig Harrington, Graeme McDowell and Darren Clarke – honed and perfected their skills.
Alison Metcalfe, Tourism Ireland’s Head of North America, said: “Tourism Ireland has an extensive marketing programme under way this year, to highlight our world-class golf and encourage more Americans to consider a golfing vacation on the island of Ireland. Our ‘Home of Champions’ campaign has already been seen by millions of viewers – or potential golf holidaymakers for Ireland. Our message is that Ireland offers American golfers the complete package – with some of the very best links golf in the world, stunning scenery and the warmest of welcomes.”
Promoting golf breaks on the island of Ireland is a major marketing strand for Tourism Ireland in the United States.
Indeed, earlier in September a show called ‘Golf Advisor Roundtrip Ireland – presented by Matt Ginella’ aired on the US Golf Channel.
This programme highlighted some of Ireland’s top courses – including Waterville, Adare Manor and Royal Portrush – as well as the island’s spectacular scenery.
Comment:
The creative initially rolled out back in March around the 2018 Masters, but was re-run in late September as the Ryder Cup got under way in Paris.
Since the Spring it was also run on the Golf Channel during other Major championships and around relevant TV shows.
It follows on from a similar strategy leveraging the 2016 and 2014 Ryder Cups.
Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing more than 300,000 people across the island.
In 2017, there were 10.6 million overseas visitors to the island of Ireland generating a tourist revenue of around €5.6bn.
Links:
Tourism Ireland
https://twitter.com/GoToIrelandGB
https://www.facebook.com/DiscoverIrelandGB
https://www.instagram.com/tourismireland/
https://www.youtube.com/user/discoverireland
https://www.youtube.com/user/TIDublin2011
