Ireland wants to reach 70 million travelers with its “Ireland Unrush” campaign
Tourism Ireland has embarked into a global campaign. Called ‘Ireland Unrushed’, it encourages visitors to enjoy journeying around Ireland this summer and beyond.
Based on the insight that 80% of overseas visitors who choose non-sun holidays are seeking a sense of exploration on their trips, the campaign showcases enjoyable journeys, highlighting experiences in nature and in local communities.
The campaign includes a series of videos highlighting breathtaking landscapes and ‘slow tourism’ activities. All remind viewers that ‘You may find, when you slow down, you feel more’. The videos feature an atmospheric track called Worlds Above Us by Irish musician Lōwli.
The ‘Ireland Unrushed’ campaign is running on leading video platforms, social and digital channels. Core markets are Great Britain, the United States, Canada, Germany, France, Spain, Italy and the Netherlands. It also targets other key tourism markets around the world. Tourism Ireland believes that it could reach an estimated 70 million people.
Perfect slow tourism destination
In early testing, the videos achieved over 90% persuasion scores, a measure of their ability to drive a change in consumer consideration for the country. The campaign includes dedicated digital materials on Tourism Ireland’s international website. It highlights ten ‘hero’ journeys which showcase slower-paced and more immersive holiday ideas to prospective overseas holidaymakers.
Tourism Ireland is partnering with local industry across the entire island to showcase ‘slow tourism’ experiences. It promotes traveling inland waterways by boat, experiencing locally grown produce on a coastal food tour. Or journeying by train around cities like Cork, Dublin or Belfast to explore local beaches, villages and hiking trails.
Alice Mansergh, Chief Executive of Tourism Ireland, said: ” ‘Ireland Unrushed’ is to inspire visitors to choose Ireland this year for their travel. Research shows 80% of visitors who choose non-sun holidays are motivated by a desire to explore – whether that’s getting out and about in nature, delving into culture or meeting local people. 50% of potential holidaymakers say they would spend more on sustainable accommodation and experiences, so there is a positive interest also in enjoying destinations responsibly.”
“At Tourism Ireland, we’re showcasing inspiring journeys around the island of Ireland, to win hearts, minds and trips. Our ‘Ireland Unrushed’ campaign positions Ireland as the perfect place to slow down. And to connect more deeply with people and landscapes and refresh,” added Mansergh.
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