Entire launches summer initiative for Tourism Ireland

LONDON – Tourism Ireland has extended its relationship with direct marketing agency Entire, which has created a major marketing initiative for the organisation.

Targeted at both previous enquirers and new prospects, the 'Summer Offers' promotion comprises over 70 special offers on travel, accommodation and leisure activities from leading tour operators in Ireland.

The campaign, which rolls out over the next eight weeks, aims to encourage more people to choose Ireland as a holiday destination this summer.

Entire's activity begins alongside special supplements in the Saturday Guardian and Mail On Sunday negotiated by Tourism Ireland, and will include new media and direct mail.

Vera Stedman, head of marketing at Tourism Ireland UK, said: "Entire has come up with an excellent campaign against a broad brief and tight timescales. This initiative adds significant value to the Tourism Ireland offer and is expected to drive considerable business from both previous and new prospects over the coming months."

Tourism Ireland was created in 2001 to promote Ireland, north and south, as a tourist attraction.

The agency has also undertaken a redesign and added additional content to the Tourism Ireland website Ireland2003.com, to allow visitors to search available special offers, access further details and link through to the sites of relevant operators for bookings.

The website will be promoted via direct mail and email to previous enquirers, and via email and press advertising to new prospects.

Ryan Shannon, client services director at entire, said: "Tourism Ireland has a great 'product' and a very receptive target audience. With numerous and diverse offers to communicate, the challenge is to clearly and creatively get the message across in order to ensure Ireland is top of the list when booking their next trip."

In January Tourism Ireland launched a campaign to boosting its above-the-line 2003 holiday bookings drive with an email marketing campaign also created by Entire.

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