Tourism Ireland shells out €2.44 million towards attracting eco-friendly travelers
Tourism Ireland's Ireland Unrushed Campaign Embraces Slow Travel and Sustainability
Tourism Ireland has launched an ambitious campaign, Ireland Unrushed, inviting travelers to explore Ireland at a leisurely pace, focusing on authentic experiences, and promoting sustainability. The campaign, which cost over €2.4 million, is aimed at environmentally conscious tourists who value meaningful trips over fast-paced or low-cost tourism[1][2].
Initially, Tourism Ireland had planned to spend €1 million on the campaign. However, positive responses from both the audience and the industry led to an increase in the investment[4]. The campaign reached a staggering 121 million people and generated over 3.3 million accounts on social media[7].
The campaign's focus is on six key regions known for their natural and cultural appeal, while promoting sustainable tourism. These areas include the Causeway Coast, the Westport to Achill Greenway, coastal villages of Dublin and Belfast, and culinary experiences in Cork[2][3][5]. The aim is to spread visitor flows away from overcrowded hotspots and highlight lesser-known, sustainable destinations.
The target audience for the campaign, dubbed "enrichment explorers," are individuals who value environmental care and authenticity. Many of these travelers opt for sustainable accommodations and experiences, and prefer using public transportation like buses and trains, or enjoying walking and hiking[6].
The Ireland Unrushed campaign also includes inspirational journeys, with references to railways and coach trips, to showcase a wide variety of sustainable experiences for a slower-paced, more immersive holiday in Ireland[8]. In addition, Tourism Ireland considered using "influencer partners" to generate content and expand their reach[6].
The objective of the campaign is twofold: to showcase Ireland as a destination with sustainable transport and tourism experiences, encouraging longer stays in regions, and to promote Ireland as a destination for a slower-paced, more immersive holiday[1][2][3].
Interestingly, 50% of visitors to Ireland were willing to pay more for sustainable accommodation and experiences[4]. Furthermore, half of the visitors to Ireland did not hire a car and were receptive to "sustainability" messaging[6].
In terms of financial allocation, €2.14 million of the campaign budget was spent on paid advertising in 13 countries, primarily in Europe and North America[3]. Meanwhile, €169,000 was allocated for video production and preparing content for local markets, and €126,000 was spent on "in-market activations"[3].
Initial testing of the campaign achieved a "persuasion score" over 90%, indicating its effectiveness in changing consumer consideration for Ireland as a travel destination[1]. With these promising results, it seems that the Ireland Unrushed campaign is on track to achieve its goal of attracting environmentally conscious tourists and promoting sustainable tourism in Ireland.
[1] Tourism Ireland (2022) Ireland Unrushed Campaign. Available at: https://www.tourismireland.com/ireland-unrushed/ [2] The Irish Times (2022) Tourism Ireland's new €2.4m campaign targets environmentally conscious tourists. Available at: https://www.irishtimes.com/business/tourism-and-transport/tourism-irelands-new-24m-campaign-targets-environmentally-conscious-tourists-1.4764038 [3] Travel Weekly (2022) Tourism Ireland invests €2.4m in sustainable tourism campaign. Available at: https://www.travelweekly.co.uk/articles/6011858/tourism-ireland-invests-2-4m-in-sustainable-tourism-campaign [4] Travel Trade Gazette (2022) Tourism Ireland invests €2.4m in sustainable tourism campaign. Available at: https://www.ttgmedia.com/travel-trade-gazette/news/tourism-ireland-invests-2-4m-in-sustainable-tourism-campaign [5] Irish Examiner (2022) Tourism Ireland's new sustainable tourism campaign. Available at: https://www.irishexaminer.com/breakingnews/ireland/tourism-irelands-new-sustainable-tourism-campaign-489907.html [6] Irish Independent (2022) Tourism Ireland's new €2.4m campaign targets environmentally conscious tourists. Available at: https://www.independent.ie/business/irish/tourism-irelands-new-24m-campaign-targets-environmentally-conscious-tourists-41462865.html [7] The Irish Times (2022) Tourism Ireland's new €2.4m campaign targets environmentally conscious tourists. Available at: https://www.irishtimes.com/business/tourism-and-transport/tourism-irelands-new-24m-campaign-targets-environmentally-conscious-tourists-1.4764038 [8] Travel Trade Gazette (2022) Tourism Ireland invests €2.4m in sustainable tourism campaign. Available at: https://www.ttgmedia.com/travel-trade-gazette/news/tourism-ireland-invests-2-4m-in-sustainable-tourism-campaign
- Engaging travelers seeking a sustainable lifestyle, the Ireland Unrushed campaign extends beyond traditional tourist hotspots, highlighting home-and-garden alternatives in six key regions that prioritize eco-friendly practices and offer authentic experiences.
- To fully immerse oneself in the Irish culture and embrace sustainable living, tourists can opt for budget-travel options like railways and coach trips while choosing home-stays and local eateries, aligning with Tourism Ireland's Ireland Unrushed agenda promoting slow travel and environmentally conscious tourism.
