Tourism Ireland launches campaign with British Airways

The campaign will also highlight driving holidays

Tourism Ireland launches campaign with British Airways

File photo of British Airways aircraft at Heathrow Airport in London | Image: Steve Parsons PA Wire/PA Images

The all-island tourism body Tourism Ireland has teamed up with British Airways as part of a new campaign.

It is aimed at promoting flights to Belfast and Dublin from London's Heathrow Airport.

The campaign will also highlight driving holidays for tourists here - such as those along the Wild Atlantic Way, the Causeway Coastal Route and in Ireland's Ancient East.

The campaign will reach audiences through online ads, articles on the Apple News app, as well as ads on Facebook.

These will link through to the British Airways booking page, and a special Ireland landing page on the BA website.

British Airways is owned by the International Airlines Group (IAG), which also owns Aer Lingus.

The UK is one of Tourism Ireland's priority markets, delivering 47% of all overseas visitors and around 30% of all overseas tourism revenue.

A banner advert on The Telegraph website 

However recent figures show a 6.4% drop in the number of British visitors to Ireland in the first six months of this year.

CEO of Tourism Ireland Niall Gibbons said: "The decline in the value of sterling has made holidays and short breaks here more expensive for British visitors; and economic uncertainty is undoubtedly making British travellers more cautious about their discretionary spending.

"This is impacting on travel to Ireland.

"Therefore, competitiveness and the value for money message are more important than ever in Britain right now.

"Tourism Ireland is placing a greater focus on our ‘culturally curious’ audience, who are less impacted by currency fluctuations.

"We are also undertaking an expanded partnership programme with airlines, ferry operators and tour operators, communicating a strong price-led message."