Major golf tournaments like the Masters and the Open attract huge followings and inspire golfers around the world to pick up their clubs and get out on the fairways again.
And that spells good news for Ireland which boasts some of the finest courses in the world.
Tourism Ireland chose to launch their ‘Home of Champions’ campaign across America to coincide with the Masters and remind golfers of the beautiful luxury courses that these shores have to offer.
Tourism Ireland’s ‘Home of Champions’ campaign is designed to remind golfers across the US about our fantastic golf courses, where our champions – including Rory McIlroy, Pádraig Harrington, Shane Lowry, Graeme McDowell and Darren Clarke – honed and perfected their skills.
Iconic course Royal Portrush will host The Open in the summer of 2019. Marking an historic return to Northern Ireland after 68 years, Tourism Ireland is taking every opportunity to leverage this prestigious event.
Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “Tourism Ireland has an extensive marketing programme under way this year, to highlight our world-class golf and to encourage more Americans to consider a golfing vacation on the island of Ireland. In particular, we are highlighting The 148th Open, which will take place at Royal Portrush this summer. Our message is that the island of Ireland offers American golfers the complete package – with some of the very best links golf in the world, stunning scenery and the warmest of welcomes.”
Tourism Ireland has a busy and targeted programme of activity under way, to promote golf on the island of Ireland in the US. For example, the 2019 PGA Championship will be staged on the Black Course at Bethpage State Park, New York, in May. Tourism Ireland will run a two-page feature in the official championship programme; around 60,000 copies of the programme will be distributed on site and more than 1 million digital editions will be distributed to PGA of America and Golfweek subscribers. The article will highlight The 148th Open at Royal Portrush, as well as great golf right around the island of Ireland.
An additional TV and digital campaign – specifically to promote Northern Ireland – will be rolled out with the Golf Channel during The Open, in July. Tourism Ireland is also promoting our superb golf courses on Ireland.com and through social media. The organisation has invited influential American golf writers to visit the island of Ireland this year.
Alison Metcalfe continued: “Tourism Ireland has prioritised North America as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. In 2019, Tourism Ireland aims to surpass the record-breaking performance of 2018 and to grow revenue from North American visitors by +8% to €1.99 billion, generated by 2.17 million visitors. A number of factors are working in our favour, including more airline seats than ever before from the US, as well as the strength and competitiveness of the vacation experience right around the island of Ireland.”
Take a look a the new Tourism Ireland advert here.
Written by Andrew Moore