Ireland West Airport Knock together with Tourism Ireland is rolling-out a new TV advertising campaign in Great Britain to promote the West of Ireland as an ideal holiday destination. The campaign is expected to reach 8.4 million people in Great Britain. The commercial will first be aired on Monday, 27th August 2007. It will also be shown on a wide selection of UK TV channels including Channel 4, Sky 1, Sky Sports, Sky Movies, Sky News, Fox News, and other cable channels during numerous popular TV programmes such as ‘Deal or No Deal,’ ‘The Simpsons’, Premiership Football and the US Open. The good humoured commercial is a two-part production with the first 30 seconds to be broadcast at the beginning of the ad break featuring activities to do in the West and North West. The second component, which will be broadcast at the end of the ad break, will promote the ease with which British residents can avail of direct flight access to the West and North West of Ireland via Ireland West Airport Knock from its list of UK flight destinations
This will be the first time that Ireland West Airport Knock has advertised on TV. Ireland West Airport Knock and Tourism Ireland and have joined forces to produce and broadcast this new TV commercial and it forms part of a joint marketing initiative that aims to encourage British tourists to visit the region. The theme of the TV commercial is one of discovery in that everyone can “Discover the secrets of the West of Ireland” and that there is something for everyone to discover. The commercial depicts the type of traveller who would enjoy a holiday in the West of Ireland from couples to the lone traveller; while it also demonstrates many of the regions selling points- award winning golf courses, its heritage and culture and its beautiful scenery. The ad wraps up with a 10 second vignette with information on direct route access to many of these “West of Ireland secrets” via Ireland West Airport Knock’s UK flight network which include Birmingham, Bristol, Manchester, London Stansted, London Luton, and Nottingham East Midlands.
Ireland West Airport Knock is breaking new ground and adding another tool to its marketing strategy by branching out to TV. Although the majority of the Airport’s scheduled traffic connects to and from the UK, there is still great potential in attracting more British visitors to the region. The majority of British travellers fly into Ireland West Airport Knock to visit family and friends and it is envisaged that this new TV commercial will encourage first time visitors and pure tourist to holiday in the West and North West Region.
Commenting on the new marketing campaign in Great Britain, Annette Kearney, Marketing and Communications Manager, Ireland West Airport Knock, said:” Ireland West Airport Knock continues to expand its flight connections to the British market and we will offer 72 scheduled flights to and from Britain on large jet aircraft each week this Autumn /Winter period. In 2007, we have added two new additional routes destinations to our network which include flights services to Nottingham East Midlands and Bristol in the South West with airline Ryanair. This TV campaign enables us to effectively promote all our access points to a wider audience in Britain and together with Tourism Ireland, we hope to attract more visitors from this market to our region which should see additional knock-on benefits in terms of visitor numbers and tourism spend.”
Also welcoming the new campaign Lawrence Bate, Head of Tourism Ireland Great Britain, said: “Tourism Ireland and Ireland West Airport Knock partnering on TV in Great Britain is the perfect fit from a consumer perspective in that in one ad break, the audience gets a flavour of a few great things there is to see and do in the West and North West of Ireland, as well as learning how they can get there easily to experience all this for themselves in the form of Ireland West Knock’s flight network. Going on air at this time of year is also perfect for shoulder season autumn break business as we will go out at a time when consumers have taken a main holiday and are of this mind-set. During and post-campaign, we will feature a link to Ireland West Airport Knock on our web site home page discoverireland.com ensuring consumers who have got in touch with us will also have the opportunity of finding out how to get to Ireland West Airport Knock from Great Britain.”