Tourism Ireland to spend € 17.6 million on ‘green button’ marketing campaign


Tourism Ireland will spend more than 17.6 million euros on a ‘green button’ marketing campaign with the initiative hit by delays and increased production costs due to the pandemic.

The cross-border agency said it spent € 2.141 million on creating and growing the initiative, designed to encourage short stays in Ireland.

He said production costs had been hit by Covid-related delays with a requirement for regular PCR and antigen testing on filming days.

Due to different restrictions on both sides of the border, filming also had to be organized and managed separately, which they said had resulted in “increased costs”.

The expenditure of 2.141 million euros covered 7.5 days of filming in the Republic at locations such as the Cliffs of Moher, Ha’penny Bridge, Lough Tay and Trinity College.

Four more days of filming took place in the north, in Belfast and along the Causeway Coast, they said.

Tourism Ireland said its creative agency Publicis Poke has created 600 different pieces of content for use on radio, TV, social media and print media.

Invoices for the project included additional filming at the Cliffs of Moher due to inclement weather conditions, additional production time and coordination, as well as an additional day of filming in Belfast.

Four markets

The campaign focuses on four separate markets with an overall marketing budget of 15.5 million euros, according to files released by the tourism promotion agency.

Around 4.6 million euros were spent in the UK market, with an additional 4.1 million euros going to the US.

Tourism Ireland said it also planned spending of € 2.5m in Germany, € 1.8m in France and smaller amounts – all under € 500,000 – in Italy, Spain , in the Nordic countries, Switzerland, the Netherlands and Belgium.

Additional marketing expenses of € 620,000 in Canada and € 150,000 in the United Arab Emirates were also incurred.

A brief for the project was ambitious, saying its intention was to “get people to start planning and booking trips to Ireland for 2021 and save the tourism industry.” . . However, we are going to enter a very crowded market with a much smaller pie to compete with. “

Green button campaign

However, the focus of the “green button” campaign would be separate from the “message of comfort” that was already underway, and it was not a “fundamental part of this brief”.

He said a shift to a slightly younger population of the “culturally curious” traveler might be needed.

The brief said: “According to research in key markets, younger travelers (under 35) are up to 25% more comfortable traveling internationally than their older counterparts.

“While the older audience may be more inclined to travel by next year, we should identify how we can reach this younger group and make sure they are the early defenders of the island of Ireland. “

He said “self-driving trips,” country destinations and exploration seemed to be in more demand than city trips or beach vacations.

“Travelers with this mindset are probably our easiest fruit to reach,” he concluded.

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