Tourism Ireland’s ‘Green Button’ campaign urges Aussie and Kiwi travellers to ‘press the green button’ and book now to visit the Emerald Isle as part of its largest-ever integrated global campaign to welcome back tourists on the road to recovery.
Green Button ads will be rolled out through online and social media channels, targeting audiences with the highest propensity to travel to Ireland in 2022 and 2023, with the content expected to reach up to 10.7 million Australians.
The new campaign was shared with Australian media and trade at Sydney and Melbourne events in July where Tourism Ireland Acting CEO Siobhan McManamy told audiences the Green Button campaign taps into the colour’s association with Ireland and the universal hue for “go”.
Before the pandemic, Ireland enjoyed a record year in 2019, welcoming more than 11 million international visitors, including 252,000 from Australia and New Zealand who contributed a combined spend of €245 million.
As a top-10 source market for Irish tourism, reports show Aussie holidaymakers stay an average of 13 nights, longer than the average stay of visitors from almost all other markets.
Tourism Ireland Australia and New Zealand Manager Sofia Hansson said: “We’re delighted to bring this campaign to the Australian and New Zealand market to inspire travellers to book a trip to Ireland in the near future.”
“Now that the remaining COVID-19 travel restrictions have been lifted and our borders are open, the time is right for Tourism Ireland to restart tourism from Australia to the island of Ireland.”
For more info, visit ireland.com
