merrion street

Tourism Minister Paschal Donohoe today welcomed the launch of Tourism Ireland’s phase two of its special Star Wars campaign, targeting fans of the science fiction franchise around the world. It involves a specially-commissioned ‘behind-the-scenes’ film, created during filming in 2014 on Skellig Michael.

Tourism Ireland commissioned Lucasfilm – the company which produced Star Wars: The Force Awakens – to create the short film, in which Star Wars director JJ Abrams and other crew members discuss why they chose this special location for filming. Tourism Ireland will share the film in 14 different markets – including Britain, the United States, Canada, Germany, France, Italy, Spain, the Netherlands, the Nordic region, Australia, New Zealand, India, the GCC and South Africa. It will be shared via social media – including Facebook, Twitter and YouTube – targeting Tourism Ireland’s digital audience of 600+ million around the world.

Minister Donohoe said:

The fact that Skellig Michael features in all its glory brings the dramatic scenery of Co Kerry and the broader Wild Atlantic Way to an audience of potentially hundreds of millions of people. By the end of November 2015, we had surpassed our best ever year on record for the number of overseas visitors. We are determined to build on that, recognising the role tourism has to play in strengthening our economic recovery. Tourism Ireland’s Phase 2 of its Star Wars campaign will further promote Ireland’s tourism offering, encouraging even more people to travel to Ireland in 2016 and beyond.

TV and film are recognised as strong influencers on travellers everywhere, with up to 35% of people being impacted in their choice of destination by what they see on screen.

Read the full press release here.