05/01/2016

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. It involves a specially-commissioned 'behind-the-scenes' film, created during filming in 2014 on Skellig Michael.

Tourism Ireland commissioned Lucasfilm – the company which produced Star Wars: The Force Awakens – to create the short film, in which Star Wars director JJ Abrams and other crew members discuss why they chose this special location for filming. Tourism Ireland will share the film in 14 different markets – including Britain, the United States, Canada, Germany, France, Italy, Spain, the Netherlands, the Nordic region, Australia, New Zealand, India, the GCC and South Africa. It will be shared via social media – including Facebook, Twitter and YouTube – targeting Tourism Ireland's digital audience of 600+ million around the world. 

Minister Donohoe said: "Star Wars: The Force Awakens has been the most anticipated and publicity generating movie for years. The fact that Skellig Michael features in all its glory brings the dramatic scenery of Co Kerry and the broader Wild Atlantic Way to an audience of potentially hundreds of millions of people.

"By the end of November 2015, we had surpassed our best ever year on record for the number of overseas visitors. We are determined to build on that, recognising the role tourism has to play in strengthening our economic recovery. Tourism Ireland's Phase 2 of its Star Wars campaign will further promote Ireland's tourism offering, encouraging even more people to travel to Ireland in 2016 and beyond."

Niall Gibbons, CEO of Tourism Ireland, added: "Star Wars: The Force Awakens has been breaking box office records around the world, bringing the magnificent scenery of Skellig Michael and the Wild Atlantic Way to the attention of millions of people everywhere. I would like to thank the Irish Film Board and the Department of Arts, Heritage and the Gaeltacht for their help in maximising this truly unique opportunity for Ireland. Tourism Ireland is taking every opportunity to capitalise on the publicity around the film, to help whet peoples' appetites to come and visit."

(MH/LM)

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