Tourism Ireland has launched a major promo campaign to boost travel to the island of Ireland, inviting holidaymakers to press the ‘Green Button’ and drive bookings for short breaks and holidays in the coming months.
The ‘Green Button’ campaign concept will deliver a very clear ‘book now’ message, creating a commitment to travel by pressing a green button – green being the colour of ‘go’ and the colour universally connected with the island of Ireland.
Iconic attractions and spectacular scenery are front and centre in the campaign, including Dublin’s Trinity College and Guinness Storehouse, Belfast’s Titanic Museum, and stunning sights such as the Giant’s Causeway in County Antrim and the Cliffs of Moher in County Clare – all driving to Ireland.com, where consumers will discover a wealth of travel offers from Tourism Ireland’s partners: Ireland: holidays in Ireland – official holiday website of Tourism Ireland | Ireland.com.
The campaign will roll out across multiple consumer channels such as TV, digital and out-of-home as well as a busy programme of publicity. Co-operative promotions with air and sea carriers, as well as online travel agents, are also under way.
“We are delighted to roll out our ‘Green Button’ campaign in Canada. We look forward to working closely with our key media, travel trade and carrier partners in the months and years ahead – to rebuild tourism to the island of Ireland," said Sandra Moffatt, Tourism Ireland’s manager, Canada.
“Our ‘Green Button’ campaign is a multi-media promotional campaign that will be seen by 10 million+ people across Canada. It aims to generate awareness of Ireland and drive bookings for short breaks and holidays in Ireland, between now and the end of 2021. Our key message is that we cannot wait to roll out the green carpet and welcome back visitors from Canada.”
Before COVID-19, in 2019, Ireland welcomed almost 11.3 million visitors to the island of Ireland, whose visits generated €5.8 billion in revenue.