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Dublin: 8 °C Sunday 26 January, 2020

Tourism ad tells Londoners: Flee your country, come to Ireland

They may have the Olympics, but we’ve got this. Take that, Queen Lizzie!

The age-old contest.
The age-old contest.
Image: Tourism Ireland

TOURISM IRELAND HAS stepped up its battle to attract Olympics-weary Londoners to Ireland, using one simple message: Our country is better than yours right now.

A new ad uses a classic compare-and-contrast strategy to show “hassled and weary Londoners” the beauty and tranquillity of life across the sea.

It shows a pair of likely London lads having a friendly wager: can one drink a pint in the land of saints and scholars before the other sips a latte at his poxy office cubicle?

You can find out who wins for yourself. But we have to say, this Ireland place looks pretty nice. Apparently it’s all pints handed to you by comely maidens as you gaze upon beautiful beaches. London, meanwhile, is all crowds, congestion and lost Travelcards.


From Niall Gibbons, chief executive of Tourism Ireland:

Tourism Ireland’s ‘Escape the Madness’ campaign is targeting Londoners by presenting the island of Ireland as the ideal ‘escape’ destination during this busy time.

Bonus: The ad is voiced by key Irish export Chris O’Dowd, who also has a cameo role.

Says Mark Henry of Tourism Ireland: “Chris tweeted a request to become the voice of Tourism Ireland in Britain. We spotted that, exchanged tweets and told him that we would be happy to oblige!”

Read: Viral Marketing Masterclass of the Day>

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About the author:

Michael Freeman

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