News Release -
Second win for Munster as Rugby to yield tourism dividend
The magical atmosphere around last Saturday’s (24th May ’08) Heineken cup final is set to yield a second win for Munster. This time it will be a tourism dividend for the Shannon Region tourism industry thanks to a tourism campaign undertaken by Shannon Development and Tourism Ireland UK. With all eyes on Cardiff last weekend the tourism agencies used the occasion to get a strong ‘Limerick’ tourism message out to UK and French fans attending this showcase event.
The campaign involved the distribution of a specially designed colourful postcard outside the stadium in the build-up to the game and in the pubs and clubs in Cardiff during and after the game. The postcard highlighted the links between Limerick city and Munster rugby and promoting the range of access options from the UK to the Region through Shannon International Airport.
The tourism agencies produced 40,000 special postcards to telling potential tourists about Limerick City and the Region. The postcard also contained a competition offering a holiday in Limerick city including match tickets to see Munster versus the All Blacks.
“The event gave us a great opportunity to showcase Limerick city as the tourism gateway to the Shannon Region. The aim of the campaign was to get a clear message to potential French and UK tourist that the Shannon Region is a premier holiday destinations. This campaign combined with an ad campaign being undertaking in Cardiff’s largest daily newspaper will reach a potential audience of 500,000,” says John Brassil, Chairman, Shannon Development.
Great Britain (GB) is Ireland’s largest tourism generating market accounting for 57% of total visits to Ireland in ’06 (latest available stats). GB accounted for 14% of total visits to the Shannon Region in 2006, almost 700,000 visitors in total. This latest campaign is part of Shannon Development’s overall UK tourism marketing efforts, and the company is confident that it will yield tourism dividends.
Speaking about the carnival atmosphere in Limerick during big screen event on Saturday and the homecoming event on Sunday, John Brassil said, “Shannon Development was delighted to play its part in bringing the game, through the big screen in O’ Connell Street, to a host of fans. Congratulations are due to all those who helped make Limerick ready for this event and the homecoming celebrations. There are an army of unsung heroes out there, including Shannon Development staff, who gave up their free time and went to valiant efforts to ensure that the city looked its best and they deserve our highest praise.”
John Brassil, Chairman, Shannon Development, with the Heineken Cup, looking on is Munster rugby player Anthony Horgan.
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