As the British Open golf championship at Royal St George’s in Sandwich gets under way this week, Tourism Ireland is rolling out a ‘Major’ golf tourism campaign, worth €2.2 million, to capitalise on Rory McIlroy’s historic US Open victory at Congressional.
The campaign is designed to capitalise on the international media interest in Rory’s success. According to data prepared for Tourism Ireland by O’Leary Analytics, around 34,000 articles appeared in more than 100 countries in the nine days after the US Open. 18,000 articles appeared in the US alone, reaching millions of Americans.
Tourism Ireland says it is stepping up its promotional programme to maximise the benefits for Ireland from this fantastic achievement.
The new golf based ad campaign will be shown to potential customers in the UK and USA as well as publications that are targeted at the corporate market. Waves of radio and online advertising will also help to entice golfing customers to Ireland to ply their hobby.
Big golfing events such as the Solheim Cup which takes place 23rd – 25th September, at Killeen Castle in Co Meath, will also be exploited to show Ireland as a golfers dream break.
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