‘No-Rush’ Ireland
Tourism Ireland has unveiled its new global campaign "Ireland Unrushed", encouraging visitors to enjoy journeying around Ireland this summer and beyond. Based on the insight that 80% of overseas visitors who choose non-sun holidays are seeking a sense of exploration on their trips, the new campaign showcases enjoyable journeys, highlighting experiences in nature and in local communities.
The campaign includes a series of videos highlighting landscapes and “slow tourism” activities, all reminding viewers that “You may find, when you slow down, you feel more” and featuring an atmospheric track called “Worlds Above Us” by Irish musician L?wli.
The “Ireland Unrushed” campaign is running on leading video platforms, social and digital channels in Great Britain, the United States, Canada, Germany, France, Spain, Italy and the Netherlands, as well as in other key tourism markets around the world. It is live across the month of June and will reach an estimated 70 million people. In early testing, the videos achieved over 90% persuasion scores, a measure of their ability to drive a change in consumer consideration for Ireland. The campaign includes dedicated digital materials on Tourism Ireland’s international website, Ireland.com, highlighting ten “hero” journeys which showcase slower-paced and more immersive holiday ideas to prospective overseas holidaymakers. Tourism Ireland is partnering with local industry across Ireland to showcase “slow tourism” experiences – from travelling inland waterways by boat, to experiencing locally grown produce on a coastal food tour, or journeying by train around cities like Cork, Dublin or Belfast to explore the local beaches, villages and hiking trails.
Alice Mansergh, chief executive of Tourism Ireland, said:
“Research shows 80% of visitors who choose non-sun holidays are motivated by a desire to explore – whether that’s getting out and about in nature, delving into culture or meeting local people. 50% of potential holidaymakers say they would spend more on sustainable accommodation and experiences, so there is a positive interest also in enjoying destinations responsibly.”
Some additional highlights of Tourism Ireland’s “Ireland Unrushed” campaign include:
- A partnership with Condé Nast Traveler in the US and Canada, which includes full articles and social posts
- Sponsorship of an episode of Holly Rubenstein’s podcast Travel Diaries in Great Britain, in which Holly will be joined by actor and comedian Ardal O'Hanlon
- A slow tourism event in Barcelona, which was attended by over 20 Spanish travel professionals
- Content in leading German travel magazine ADAC Reisemagazin
- An article in Le Figaro in France, focusing on exploring Ireland via public transport
Tourism Ireland is working closely with tourism operators across Ireland by sharing some of the slow tourism initiatives on offer, which give visitors a chance to slow down and enjoy more enriching travel – leaving lasting memories.
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