17/12/2015

Tourism Ireland Launch Star Wars-Focused Tourism Campaign

The release of Star Wars: The Force Awakens presents Tourism Ireland with a "truly unique opportunity" to highlight the South West and Ireland in 2016.

Minister for Transport, Tourism and Sport, Paschal Donohoe, welcomed Tourism Ireland's launch of the first phase of a special Star Wars campaign, targeting fans of the science fiction franchise everywhere.

Tourism Ireland plans to take every opportunity to maximise the Star Wars connection with Ireland over the coming weeks and months. Its campaign will be rolled out in 14 different markets – including Britain, the United States, Canada, Germany, France, Spain, Italy, the Netherlands, the Nordic region, Australia, New Zealand, India, South Africa and the GCC.

Activity will include:

• A specially created page on Tourism Ireland's international website, Ireland.com, which has attracted about 16.5 million visitors this year;

• extensive social activity, with posts on Facebook (Tourism Ireland has 3.33 million fans worldwide) and Twitter (317,000+ followers); and

• a major PR and publicity push to Tourism Ireland's 20,000+ international media contacts.

Minister Donohoe said: "I would like to wish Tourism Ireland every success with this marketing initiative. The new Star Wars film is widely expected to be one of the most viewed films in history. Having Ireland's magnificent scenery featuring in the film provides a tremendous boost for us and I know that Tourism Ireland will fully maximise the opportunities the film presents. 2015 has been a wonderful year for Irish tourism and initiatives like this can ensure that the positive momentum is maintained into 2016 and beyond'.

TV and film are recognised as strong influencers on travellers everywhere, with up to 35% of people being impacted in their choice of destination by what they see on screen."

Niall Gibbons, CEO of Tourism Ireland, added: "A hugely popular name like Star Wars filming here will bring the magnificent scenery of Skellig Michael and the Wild Atlantic Way to the attention of millions of people around the world. It's a really effective way to reach mass audiences, helping to significantly boost awareness of the Skelligs, the south west and Ireland in general, providing a global platform for Ireland as a holiday destination and whetting people's appetites to come and visit."

(MH/LM)

Related Irish News Stories
Click here for the latest headlines.

05 January 2016
Phase Two Of Star Wars Tourism Campaign Launched
Phase two of Tourism Ireland's Star Wars themed has been launched with a 'behind-the-scenes' film. Minister for Transport, Tourism and Sport, Paschal Donohoe TD, welcomed the launch of the campaign, which targets fans of the science fiction franchise around the world.
01 October 2008
Accolades For Selling Tourist Ireland Abroad
The hard work of those who market Ireland as a tourist destination abroad has been recognised. Tourism Ministers from Northern Ireland and the Republic of Ireland joined forces for the inaugural, 'Ambassadors for Tourism Awards' this week.
01 February 2018
Irish Film Industry Blighted By Precarious Work And Unaccredited Training - SF
Precarious work and unaccredited training are "blighting the Irish film industry", Sinn Féin spokesperson on Culture and the Arts Peadar Tóibín has said.
08 September 2015
Star Wars To Return To Sceilg Mhichíl
Consent has been granted for Lucasfilm to return to Sceilg Mhichíl for filming for the Star Wars franchise this month. The Minister for Arts, Heritage and the Gaeltacht, Heather Humphreys TD, described the move as a significant boost for Ireland as an international film location.
04 January 2010
Critics Passing Mourned By Irish Film Board
The passing of a well-known Irish film figure has been marked by the country's official cinematic organisation.