merrion street

Tourism Minister Michael Ring has confirmed that Tourism Ireland will be targeting more than eight million Londoners this month to promote Ireland as a hassle-free holiday during the Olympic games.

The ‘Escape The Madness’ ad campaign will target Londoners by presenting the island of Ireland as the ideal ‘escape’ destination from the Olympics.

Minister Ring explained:

Commuting and day-to-day life will become that bit more hectic for Londoners. Around 18 million extra journeys will be taken on the London underground between the opening ceremony on July 27th and the closing ceremony on September 9th. The Government, and Tourism Ireland, are using this opportunity to present the island of Ireland as the ideal escape destination during this busy time.

Over 8 million people living in London will see Tourism Ireland’s ‘Escape the Madness’ ad campaign this June. Ads will run on the London underground, highlighting the open spaces and lack of congestion in Ireland. Over 200 large ads will appear at different tube stations across the city, targeting frustrated commuters during morning and evening rush hours.

A campaign on Facebook and Twitter will see Tourism Ireland post status updates on the Olympic Torch Relay in Ireland. The hashtag #Escapethemadness can be used to follow the campaign.