Tourism Promotion Targets New York and Boston Airport Passengers

Delta Air Lines passengers travelling through New York’s JFK Airport and Boston Logan Airport recently saw a fun Ireland promotion.

Part of a wider campaign by Tourism Ireland and Delta Vacations, the promotions involved an Irish ‘takeover’ of the Delta Sky Clubs (the airport lounges owned by Delta) in both airports. It included eye-catching displays with images of Ireland, as well as digital screens showcasing lots of different locations around the country.

There were also small gifts for passengers. These included ‘Fill Your Heart With Ireland’ branded chocolates, along with a calligrapher who was on hand to write passengers’ names on fun Delta/Ireland ‘boarding passes’.

Running until the end of August, the campaign also includes online ads on popular travel and food websites, as well as digital and social media promotions with Delta Vacations – highlighting Delta flights from New York to Dublin and Shannon and from Boston to Dublin. It’s been timed to align with when American travellers are looking for fall and winter vacation ideas.

Alison Metcalfe, Tourism Ireland’s Head of North America, said in a statement: “We are delighted to partner with Delta Vacations. This is to help drive sales for flights to Ireland and continue to grow visitor numbers from the US during the off-season months.”

“Our promotion gave Delta Sky Club passengers a taste of Ireland. It highlighted what makes it such a great vacation choice. Our aim is to keep the island ‘front of mind’ for American travellers considering a fall or winter holiday.”

Tourism Ireland has prioritised North America as a market which offers a strong return on investment in terms of holiday visitors and expenditure. In 2019, the body aims to grow revenue from North American visitors to €1.99 billion, generated by 2.17 million visitors.

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