Tourism Ireland aims to capitalise on US Masters

A new ad campaign launched stateside...

Rory McIlroy, Arnold Palmer Invitational

Picture by USA Today Network SIPA USA/PA Images

With the 81st US Masters now underway at Augusta, Tourism Ireland has launched a new golf campaign in the United States.

The marketing body is hoping to lure American golfers to the Emerald Isle by highlighting the world-class courses that you can avail of on these shores, as well as our pedigree in the sport.

Central to the media blitz is a new 30-second ad set to air to an estimated 6.5 million households over the coming days on the NBC Golf Channel. A further 1.2 million people will see messages about golfing in Ireland online.

Tourism Ireland hosted its annual ‘Meet the Irish’ media event at the US Masters last night, with key messages will include the fact that Portstewart is home to the 2017 Irish Open and that Royal Portrush will host The Open in 2019.

Alison Metcalfe, Tourism Ireland’s Head of North America, said:

“Tourism Ireland has an extensive programme of promotions under way this year, to highlight our world-class golf and encourage more Americans to consider a golfing vacation on the island of Ireland.

"In particular, we are highlighting the 2017 Irish Open at Portstewart and the 148th Open which is set to take place at Royal Portrush in 2019. Our message is that Ireland offers American golfers the complete package – with some of the very best golf in the world, stunning scenery and the warmest of welcomes.


“Tourism Ireland has prioritised North America for 2017, as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. A number of factors are working in our favour, including more airline seats than ever before, from 20 gateway cities across North America to the island of Ireland, with numerous new flights and expanded services in the pipeline for this year.”