Tourism Ireland has teamed up with Iberia Express to promote flights to Dublin from Madrid and to grow tourist numbers from Spain. The campaign is highlighting Dublin as a winter city break destination.
The campaign will reach more than 7 million Spanish residents through outdoor ads on screens on the Gran Via, Madrid’s busiest shopping street; email marketing to 1.4 million people living in and around Madrid; ads on Iberiaexpress.com, as well as a dedicated Dublin microsite and booking page; and social media activity via the Iberia Express Facebook and Twitter channels.
Spain is the fifth largest market for Irish tourism. Travel by Spanish residents to Ireland has grown significantly over the past 15 years – going from 90,000 Spanish visitors in 2000 to a record 391,000 visitors in 2016.
Barbara Wood, Tourism Ireland’s Manager Spain, said, “Our campaign aims to boost travel to Dublin and Ireland in the last quarter of 2017, taking advantage of late booking trends – as there is still plenty of business to play for. About 21% of all Spanish visitors to Ireland arrive in the off-season or Q4 – a real opportunity to win business for Dublin and Ireland at a time when there is capacity in accommodation and other tourism facilities.”
