TV ads for holidays in Ireland came fifth in a survey of German consumers that examined recall, likeability and potential impact on sales.
Carried out by marketing magazine Werben & Verkaufen, 20 TV ads for different brands were tested on German consumers. The Tourism Ireland ads, which are currently running on prime time TV across seven German stations, scored higher than ads for Tommy Hilfiger, McDonald’s McCafé and Coca-Cola Zero.
Tourism Ireland is spending €2.5m on the German TV campaign, which is being supported by a €1m radio and online advertising drive.
"It’s a really positive sign that the ads are achieving ‘stand-out’ and feature alongside such other well-established brands,” said Barbara Wood, Tourism Ireland’s manager, Central Europe. “It is certainly a great boost that our message is being communicated so memorably and resonating well with our target audience.”
According to Tourism Ireland, the island of Ireland holds strong appeal for Germans, ranking at No 5 on Germans’ ‘wish-list’ of places to visit in 2011.
Article courtesy of Businessandleadership.com