Tourism Ireland has announced details of its upcoming promotional activity to leverage the tourism benefits of the Rugby World Cup.
Tourism Ireland believes that the tournament presents a significant opportunity to raise the profile of the island of Ireland in Japan, and the marketing body is working closely with the Department of Foreign Affairs and Trade as well as with Team Ireland in Japan to capitalise on the opportunities presented by the Rugby World Cup.
As part of its programme of activity, Tourism Ireland has invited key Japanese tour operators, travel agents and travel journalists to hear all about the island of Ireland at both a reception in Tokyo on September 27 and an event in Fukuroi in advance of the Ireland v Japan match on September 28.
After the Rugby World Cup finishes, Tourism Ireland will undertake co-operative promotions with tour operators in Tokyo to capitalise on the increased awareness of Ireland in Japan. This will include print and digital advertising as well as e-mail marketing and in-store promotions with one leading tour operator.
Tourism Ireland is also participating in the Global Ireland campaign, which is rolling out in Japan during the Rugby World Cup and also involves other agencies such as Enterprise Ireland, IDA Ireland and Bord Bia. The purpose of the campaign is to highlight Ireland as a prime location for tourism, trade, investment, education, food and drink. Additionally, Tourism Ireland executives will use this opportunity to meet with Japanese airlines, travel trade and journalists as well as the Ireland Japan Chamber of Commerce and members of the diaspora living in Japan.
"Pulling Out All The Stops"
Tourism Ireland CEO Niall Gibbons commented, "There is huge interest and excitement around the Rugby World Cup, so we'll be pulling out all the stops over the coming weeks to capitalise on the tourism potential of the tournament. The Rugby World Cup is a truly excellent opportunity for us to deliver the message that the island of Ireland is a fun and diverse destination offering a variety of iconic experiences, and that there has never been a better time to visit."
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