New videos featuring Mayo on Esquire, Elle and Town & Country

Deirdre O’Brien, Tourism Ireland (left), with the Hearst Media crew, during filming at Ashford Castle.

Deirdre O’Brien, Tourism Ireland (left), with the Hearst Media crew, during filming at Ashford Castle.

Tourism Ireland in the US has joined forces with Hearst Media – one of the world’s largest magazine publishers – in a new initiative to promote Mayo and Ireland.

The collaboration involves the production of three new videos for the online versions of Esquire, Elle and Town and Country. The videos will be seen by an estimated 2.5 million people.

The Hearst team has been busy filming at numerous locations around Mayo – including Ashford Castle, Westport House, Cian’s on Bridge Street and Matt Molloys in Westport. The collaboration with Hearst Media is part of Tourism Ireland’s strategy to connect with prospective American visitors in new and unexpected ways.

Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “Tourism Ireland is delighted to collaborate with Hearst Media on this project, to create three new videos for its online audiences. The videos will be seen by some 2.5 million people across the US – inspiring them to put Mayo and Ireland on their vacation ‘wish list’ for 2019.

“Tourism Ireland has prioritised North America as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. In 2019, Tourism Ireland aims to surpass the record-breaking performance of 2018 and to grow revenue from North American visitors by +8% to €1.99 billion, generated by 2.17 million visitors.”

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