SHANNON’S new direct services to the UK and the continent are the springboard for a major new marketing campaign promoting Limerick.
An initiative of the Limerick Marketing Company, the campaign is selling the city and county in Nice, Paris and Poitiers in France; Berlin and Munich in Germany; as well as Bristol, Birmingham and Manchester in the UK.
The designation of Limerick as Ireland’s City of Culture in 2014 and its location along the Wild Atlantic Way are the two main focuses of the campaign, which involves advertising in print and on radio in the target markets as well as digital marketing.
Limerick Marketing Company CEO Eoghan Prendergast said: “we are incredibly fortunate in Limerick to have Shannon Airport on our doorstep, securing routes into strong inbound tourism markets for Limerick like the UK, France and Germany. The airport has taken huge strides since it was made independent last year by securing so many new routes and it is only right that we seek to capitalise on this for Limerick. The more we promote Limerick, the more tourists we will attract and that, in turn, will help keep passenger numbers up at Shannon.
“We have already seen the contribution Shannon makes here with research from last year showing that Limerick is the most popular destination for passengers on European and UK flights. This year we have even more reasons for people to come here thanks to the City of Culture designation and the Wild Atlantic Way. We have based our campaign around these in the knowledge that once people come here, they will be very pleasantly surprised as there’s so much to see and do across the city and county,” said Mr Prendergast.
Separately, City of Culture is also being used as a hook to attract German visitors by Tourism Ireland.
They have in the last week hosted seven German travel writers in Limerick, who Tourism Ireland say reach 1.3 million readers between them.
They flew into Shannon on the new Ryanair flights from Berlin and Munich and while here visited King John’s Castle, the Milk Market, the Hunt Museum, Foynes Flying Boat Museum and Lough Gur Heritage Centre.
They group were put up in the Savoy Hotel in the city and the Echo Lodge in Ballingarry.