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09.35 22 Sep 2017


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A new tourism campaign has taken over the windows of US retailer Saks Fifth Avenue.

Installations featuring famous Irish landmarks are being used in its shops in New York and Beverly Hills.

These include Trinity College Dublin, the Giants Causeway in Northern Ireland, the Wild Atlantic Way and Ireland’s Ancient East.

Outside Saks Fifth Avenue | Image: Tourism Ireland

The collaboration is running until October 5th.

A double-page spread about Ireland is also featured in the Saks Fifth Avenue fall fashion book, which reaches customers in shops and through direct mail.

Tourism Ireland’s head of North America, Alison Metcalfe, says: "We are excited about our new partnership with Saks Fifth Avenue, which promises to be a great way for us to showcase the island of Ireland and connect with our target audience in the United States.

Composite image shows window installations in Saks Fifth Avenue in New York | Image: Tourism Ireland

"Working with such an iconic US brand will help us raise awareness for some of the many unique experiences to be enjoyed around the island of Ireland, inspiring American travellers to put a trip to the island of Ireland on their ‘must do’ list."

Social media activity via Saks and Tourism Ireland channels is also highlighting the partnership.

Image: Tourism Ireland

Tourism Ireland says it has prioritised North America for 2017 as a market which offers a strong return on investment, in terms of holiday visitors and expenditure.

Visitor numbers from North America for the first seven months of 2017 are up 17.4% on the same period last year.

Image: Tourism Ireland

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