Causeway Coast goes underground – to inspire millions of Paris commuters

Billboard ad in Paris metro, highlighting the Causeway Coastal Route and attractive offers for a weekend break in Northern Ireland. INBM16-16S
Billboard ad in Paris metro, highlighting the Causeway Coastal Route and attractive offers for a weekend break in Northern Ireland. INBM16-16S

Millions of French commuters are seeing ads for Northern Ireland on large billboard posters as they pass through the busy metro stations of Paris.

Tourism Ireland in France has teamed up with a leading online travel agent – Go Voyages – once again this year for a joint promotional campaign.

Some 660 billboard ads are prominently displayed in metro stations across the French capital, grabbing the attention of commuters with beautiful images of the Causeway Coastal Route and the Wild Atlantic Way and featuring attractive offers for a weekend break – reminding them why they should put Northern Ireland and the island of Ireland on their holiday wish-list for 2016.

The campaign also includes advertising in Direct Matin (free daily newspaper), radio ads on the Chante France radio station, online advertising and a dedicated Tourism Ireland page on the Go Voyages website.

France is one of our top four tourism markets, delivering almost half a million visitors to the island of Ireland last year (+12% growth on 2014). Elmagh Killeen, Tourism Ireland’s manager for southern Europe, said: “We are undertaking an extensive programme of promotions throughout 2016, to continue to grow visitor numbers from France to Northern Ireland. Our spring campaign with Go Voyages is an important element of that programme, to boost travel to Northern Ireland this year.”

Co-operative campaigns with other key partners like Brittany Ferries, Transavia, Irish Ferries and EasyJet are either under way or in the pipeline for the coming weeks.