Celebrating St Patrick and Ireland in Australia and New Zealand
Tourism Ireland hosted a special St Patrick’s event in Sydney yesterday (Wednesday, March 13) where Sharon Shannon performed.
The event was attended by around 60 top Australian travel professionals and journalists. Its goal was for Tourism Ireland to unveil their new ‘Fill Your Heart With Ireland’ campaign. This is their first global promotion since 2011.
Throughout the week the marketing body’s Global Greening project will take place. This will see various Australian landmarks turn green to celebrate Ireland’s patron saint. These include Sydney Opera House, the Melbourne Star Observation Wheel and Perth Airport, as well as New Zealand’s Auckland Sky Tower.
Sofia Hansson, Tourism Ireland’s Manager Australia and New Zealand, said in a statement: “St Patrick’s Day traditionally marks the real start of the tourism season for us. Our aim is to bring a smile to the face of Australians and people everywhere. We want to convey that Ireland offers the warmest of welcomes, great fun, as well as fantastic scenery and cultural activities.”
Tourism Ireland is undertaking an extensive, targeted programme of promotions in Australia this spring, to continue to grow visitor numbers to Ireland. The campaign is targeting ‘culturally curious’ and ‘social energiser’ Australian travellers through ads on social media and on popular websites.
Tourism Ireland’s ‘Fill Your Heart With Ireland’ 15 and 30-second ads are running on YouTube. The campaign will build on the momentum of phase one of the campaign, rolled out in late 2018.
This was when Tourism Ireland’s message was all about keeping Ireland ‘front of mind’ for Australians considering a trip to Europe in 2019. Now under way, phase two is especially focused on encouraging people to begin planning their Ireland itinerary.
Tourism Ireland is rolling out a busy programme of promotions in New Zealand too. Activities includes a similar event to Sydney to mark St Patrick’s Day, along with co-operative campaigns with key tour operators to highlight new flights and ease of access to Ireland. An example includes Cathay Pacific flights via Hong Kong which launched last year.