Hundreds of thousands of Spaniards are seeing a giant video ad for Dublin outside the El Corte Inglés department store in the Plaza del Callao in the centre of Madrid. Similar ads are running in other busy locations around Madrid and Barcelona. Tourism Ireland has again teamed up with the tour operating arm of the Spanish retailer, Viajes El Corte Inglés.
Tourism Ireland will promote winter breaks to late-season Spanish travellers. As well as out of home ads, the campaign also includes digital videos in Madrid’s train stations, page ads in La Razón, El Pais, El Mundo, La Vanguardia and 20 Minutos and with posts about Ireland targeting the 282,000+ followers of Viajes El Corte Inglés on Facebook and Instagram.
Email marketing is targeted at around 20,000 Viajes El Corte Inglés clients and in-store ads are running in 492 travel agencies around Spain. Given that Spain has several bank holiday weekends (or “puente”) between now and Christmas, it is an ideal time to highlight weekend breaks in Dublin and Ireland. Some 423,000 Spaniards visited Ireland last year.