Client

Tourism Ireland is the organisation responsible for promoting inbound tourism to Ireland in overseas markets. Ireland is a new destination for the Gulf countries, with relatively low awareness in the region of its appeal as a tourism hub, its attractions and of the synergies between Irish and Arabic culture.

Objective

Four Communications was appointed to educate the Arabic audience in the GCC, whilst reminding western expats of reasons to visit, helping Tourism Ireland showcase the country’s appeal to each segment.

Solution

Four designed a media relations and community outreach calendar which combines annual events, seasonal attractions, and in-market community events as well as media fam trips with a focus on UAE, KSA and Pan-Arab media.

Result

Widespread coverage in Arabic and English media across the GCC has raised awareness, while special campaigns such as the “Discover Ireland in your backyard” photography competition has put Ireland on the top of the list of destinations for students in the UAE.