Vroom for Ireland

Tourism Ireland is teaming up with Indy NXT driver James Roe in its latest initiative to promote Ireland in the United States.

The partnership with James Roe, who is originally from Naas, includes short videos which will run on Facebook and Instagram as part of Tourism Ireland’s "Fill your heart with Ireland" campaign. It also involves Tourism Ireland’s Ireland.com branding on James Roe’s racing helmet, as well as a specially created page on Tourism Ireland’s website, Ireland.com. The promotion will test the potential of a new target audience of racing enthusiasts in the US – a group that is demonstrating a greater interest in international travel.

The videos feature Dublin and Kildare and highlight some of Roe’s favourite things to do when he’s in Ireland. Viewers will see him visit Powerscourt Townhouse Centre, The K Club, Kildare Village and his local pub, Fletcher's in Naas.

Alison Metcalfe, Tourism Ireland’s Head of North America, said: 

"Our aim is to highlight Ireland to a new target audience of racing enthusiasts – a group that is demonstrating a greater interest in international travel. The videos are highlighting some of Roe’s favourite things to do in Ireland, to inspire viewers to come and follow in his footsteps."