Tourism Ireland yesterday launched their new ‘Escape The Madness’ campaign in London, which is aimed at promoting Ireland as a peaceful island ahead of the Olympic games.
In a cleaver move on the Irish Tourism Board’s part, around €500,000 will be pumped into advertising around London ahead of the upcoming Olympic games, reports this morning’s Irish Daily Mirror. The advertising will showcase Ireland as the perfect quiet break away from all the madness and mayhem that comes with hosting the games.
The Tourism Board hopes the 200 large adverts posted around the city and on tube lines will attract the attention of Londoners who want a break from the extra rush hour traffic and whatnot.
The ads will appear in the Evening Standard, which is one of London’s free daily newspapers and even Aer Lingus is jumping on the Olympic bandwagon as they run ads to promote attractive fares from London. It’s a pretty smart move in fairness.
“While the Olympics will be a very exciting time in London, the event will inevitably draw huge crowds. Commuting and day-to-day life will become that bit more hectic for Londoners,” Minister for Tourism and Sport Michael Ring said.
“Around 18 million extra journeys will be taken on the London underground between the opening ceremony on July 27 and the closing ceremony on September 9.
“The Government and Tourism Ireland are using this opportunity to present the island of Ireland as the ideal escape destination during this busy time.”
