Tourism Scores at World Cup

The Rugby World Cup, which kicked off over the weekend, has placed a world-wide spotlight on participating nations, including Ireland.

The competition is attracting a huge TV audience in countries like Australia, New Zealand, South Africa, the UK and France, which are all key markets for Irish tourism. The Irish team were given a very warm welcome by the people of Tours, where they are based, with 12,000 turning out to watch an open training session.

Availing of this prime opportunity, Tourism Ireland has launched a new campaign promoting Cork in France, fronted by rugby legend and Corkman Ronan O'Gara.

The campaign includes a new video featuring O’Gara visiting various locations in Kinsale and Cork city that “fill his heart with Ireland”. As manager of French rugby side La Rochelle, O’Gara is a popular and respected figure in France. The video will run on Tourism Ireland’s YouTube channel in France and on digital outdoor screens in the cities where the Ireland rugby team will be playing, including Paris (Saint-Denis and Saint-Lazare), Nantes and Bordeaux.

As well as showcasing some of the many great things to see and do on a holiday in Kinsale and Cork, the campaign encourages French holidaymakers to fly or sail direct to Cork during the off-season months. The campaign also includes a specially created page on the French version of Tourism Ireland’s website, Ireland.com.

Monica MacLaverty, Tourism Ireland’s Manager Southern Europe, said:

“We are delighted to have Ronan O'Gara front our new campaign in France. It’s a great opportunity to capitalise on the excitement around the Rugby World Cup. The campaign highlights the many great experiences and attractions in Cork city and county, as well as the ease of access from France to Cork, and the warm welcome that awaits our French visitors.”

In the video, Ronan O’Gara praises Cork saying:

“Je suis ravi de vous parler de la ville de Cork et ses environs, une région qui me tient à cœur. On trouve de la musique partout en Irlande, mais le Festival de Jazz à Cork fin octobre est incroyable. Il y a de la musique partout!” (Which translates as: “I am delighted to tell you about Cork city and its surroundings, a region that is close to my heart. Music is found everywhere in Ireland, but the Cork Jazz Festival at the end of October is incredible. There is music everywhere!”)

The campaign also features a partnership with a rugby magazine called RUGBYRAMA, which includes an article on the RUGBYRAMA website, titled “Coupe du monde 2023 – Ronan O'Gara redécouvre Cork” (meaning “2023 World Cup – Ronan O'Gara rediscovers Cork”), and is expected to deliver around 5.8 million impressions. As part of the partnership, a separate article appeared in the September print edition of RUGBYRAMA, and another print article will feature in the upcoming October issue, with O’Gara highlighting the many reasons why French people should visit Cork.

Filming for the campaign took place at various locations, including Charles Fort and The Bulman in Kinsale, as well as in Cork city at The English Market, The Farmgate Café, Crawford Art Gallery and Market Lane. The crew also captured footage of musicians from the Cork Jazz Festival and of an oyster experience in Goldie.