A special €1 million campaign promoting Dublin in the British market was
launched by Minister for Tourism, Culture and Sport, Mary Hanafin T.D.

The new campaign, which is being rolled out from this week by Tourism Ireland in Great
Britain, will be seen by an audience of over 12 million and will run into the autumn.  The
campaign is all about the fun and ‘craic’ that British visitors will experience when they come
to Dublin.  It is capitalising on the accolade of ‘Europe’s Friendliest City’, awarded to Dublin
for the last two years running by users of the popular travel website TripAdvisor.

The intensive programme of marketing activity over the coming weeks will emphasise the
warm and friendly welcome that awaits visitors to the city.  It will run on radio, and online on
key websites, and will also involve direct marketing and social media initiatives, as well as co-
operative promotions with tour operators and air and sea carriers.  Radio ads will be heard
by 11.5 million potential holidaymakers around Britain, with a tongue-in-cheek apology to
other popular European cities (including Rome, Barcelona and Paris) for beating them in the
friendliness stakes!  Tourism Ireland’s 20,000 Facebook fans will also be used to spread the
message.  And online direct marketing messages will be sent to over 1.3 million known city
break enthusiasts around Britain.

Minister for Tourism, Mary Hanafin T.D., said: “Dublin has consistently been voted
Europe’s friendliest city by tourists who have enjoyed the warmth of the welcome
they received here, while they experienced all the fun and attractions that this
vibrant city has to offer.  The city has great links by air and sea for people travelling
from Britain and despite its nearness in proximity, there is a world of difference
waiting to be discovered by visitors to Dublin.  Whether it is our history and culture
or the variety of food on offer, the lively nightlife and the shopping experience, there
is something to suit all tastes and budgets.  Tourists can explore the heritage town
of Dalkey right up to the delicious seafood available in a fishing village like Howth
and everything in between that Dublin has to offer.  We are looking to intensively
promote Dublin to the British holidaymaker in the coming months and this campaign
will highlight the great experience waiting for them.”

Niall Gibbons, Chief Executive of Tourism Ireland, said: “Again and again, our research
shows us that the friendliness of our people is one of our unique selling points.  It is
the warm welcome and the ‘craic’ here that resonates with potential holidaymakers
overseas.  We want to capitalise on that with our new Dublin campaign.  The warm
welcome extended to visitors who come to Dublin makes the city a great choice for a
short break. 

“While the number of British people travelling abroad – to all destinations – has been
impacted by the economic downturn, GB remains the largest and most important
market for tourism to the island of Ireland.  We know that hundreds of thousands of
British people will take a short break or holiday between now and the end of the
year; Tourism Ireland aims to win as much of that business as possible.”

The new Dublin campaign comes on top of other extensive promotional campaigns which are
already in full swing – in GB and other important overseas markets – in the most intensive
mid-year marketing drive ever, to capitalise on the later-than-ever booking pattern.

Caption :
Minister Hanafin and Niall Gibbons, Tourism Ireland Chief Executive, pictured on Dublin’s
Ha’Penny Bridge at the launch of Tourism Ireland’s €1 million campaign to promote the city in
GB.