FILL YOUR HEART WITH IRELAND
Tourism Ireland launced a global campaign to promote the island of Ireland as an unparalleled visitor destination in 2019.
‘Fill Your Heart with Ireland’ beckons visitors to experience Ireland’s hidden gems that are off the beaten track and entirely breathtaking.
Rock of Cashel, Cashel, Co. Tipperary
To help determine which sites to use in its campaign, Tourism Ireland invited a real married couple who had never visited Ireland before to take a trip to Ireland. The couple wore custom-made technology to track their physiological responses along the way, including heart monitors that were linked to a head-mounted camera that captured all of their experiences. The data provided by these monitors determined what footage would feature in the advertising.
Based on this data, ‘Fill Your Heart with Ireland’ has identified six consumer passion points that appeal to visitors: views and landscapes, living culture, heritage centers, food & drink, adventure, and TV & movies locations.
Glenveagh Castle, Glenveagh National Park, Co. Donegal
“The new campaign features locations that have been less visited by overseas visitors and highlights outdoor activities like cycling, walking and kayaking along with urban experiences that U.S. visitors enjoy,” says Tourism Ireland’s Executive Vice President Alison Metcalfe. “We are confident that the new campaign will help deliver another record year for tourism in 2019 from the United States.”
Indeed, 2018 was a record year, with 2 million North Americans visiting the island of Ireland. That trend is expected to grow, thanks to a strong U.S. dollar and the insatiable desire that Americans have in experiencing Ireland.
Johnnie Fox's Pub, Glencullen, Co. Dublin
Another reason for the record number of visitors has to do with the steady growth of direct flights into Ireland. In New England, Aer Lingus flies to Dublin and Shannon from Logan International Airport in Boston, MA, and also has a seasonal flight from Bradley International Airport in Hartford, CT.
For the third straight year, Delta Air Lines is offering seasonal direct flights between Boston and Dublin from March 30 through October 25. And finally, Norwegian is flying to Dublin, Shannon and Cork from T. F. Green Airport in Providence, RI.
Newgrange (World Heritage Site) Stone Age (Neolithic) monument, Boyne Valley, Co. Meath
In total, 24 gateways to Ireland are in full-time operation from the U.S. and Canada, according to Tourism Ireland.
The description of ‘Fill Your Heart with Ireland’ captures the heart of the campaign:
“Ireland is more than just a destination.
It’s a feeling.
It’s the thrill of standing on top of towering sea cliffs
and daring yourself to look down.
It’s the warmth of a traditional pub session
where the locals pull you up to dance.
It’s the cool touch of ancient stones and the
intoxicating flavors of artisan food exploding in your mouth. Take a trip beyond the ordinary
and let Ireland capture your heart.”
Cliffs of Moher near Liscannor village, Co. Clare