Tourism Ireland’s new ‘Green Button’ campaign goes live in the USA
Tourism Minister Catherine Martin joined Tourism Ireland in New York this week. She undertook a busy programme of tourism and cultural engagements to promote Ireland. It included unveiling Tourism Ireland’s ‘Green Button’ campaign to key travel trade, carrier and media contacts based in New York and the Tri-state area.
The ‘Green Button’ campaign went live in the US on 27 September, to re-start tourism and encourage Americans to book Ireland as their next holiday destination. The €4.1 million campaign will target six key gateways and 11 priority cities, to reach and engage audiences who have the highest potential to travel to the island of Ireland. It is scheduled to run through early January 2022. The multi-channel campaign will run on TV, digital and social media, to drive maximum impact. It includes:
- Ads on TV, Connected TV (television that can stream digital content) and digital streaming, to meet the evolving TV consumption habits of US viewers. The ads will be broadcast – on air and online – around popular programmes on leading TV networks, including ABC, NBC, CBS and Fox in Boston, Chicago, New York, Philadelphia, Washington DC and San Francisco. Ads will also run on leading streaming services Hulu, WarnerMedia and Sling. This element of the campaign will deliver over 123 million impressions (opportunities to see).
- Digital activity will include online video, display and social media advertising, as well as partnerships with leading platforms, publications and travel sites, such as YouTube, Facebook, Instagram, Pinterest, TripAdvisor, Travelzoo and Hearst Media (which includes the online versions of Elle, Esquire and Town & Country). The digital element of the ‘Green Button’ campaign will deliver over 164 million impressions (opportunities to see).