Tourism Ireland has announced a €2.2m golf tourism campaign aimed at capitalizing on Rory McIlroy’s US Open victory at Congressional.
The campaign is designed to capitalize on international media interest in McIlroy’s success, which saw around 34,000 articles appear in more than 100 countries in the nine days after the US Open. Some 18,000 articles appeared in the US alone, reaching millions of Americans.
The new ad campaign will run in UK and US golf media as well in business and financial publications targeting the corporate market, and in newspapers aimed at the Irish emigrant community. Radio promotions and online advertising are also targeting potential golf holidaymakers.
“Rory McIlroy became a global sports star following his spectacular victory in the US Open. Ireland also cemented its reputation as the home of great golfers, and great golf courses,” Transport Minister Leo Varadkar said.
“This golf tourism campaign is the ideal way to build on that success in the run-up to the Irish Open. We can promote our fantastic golfing talent and boost our tourism industry in the process.”
Tourism Ireland chief executive Niall Gibbons noted that golf is the world’s largest sports-related travel market.