Ireland promoted as Olympics 'escape'


Ten days before the opening of the London Olympics, Tourism Ireland has launched the second phase of its ‘Escape the Madness’ campaign in Britain.

The €500,000 advertising campaign presents Ireland as a hassle-free holiday option to harassed Londoners during the games.

It is estimated that 18 million extra journeys will be taken on the London underground this summer and Tourism Ireland are targeting weary commuters by offering Ireland as an ‘escape’ destination.

</p> <p>Niall Gibbons, chief executive of Tourism Ireland said: “While the Olympics will be an exciting time for many Londoners, the increased demand on public transport with the mass influx of sports fans, athletes and media will not be for everyone.”</p> <p>The second phase of the campaign comprises of a short video with a voice-over and cameo by popular Irish actor Chris O’Dowd (The IT Crowd and Bridesmaids). The video shows two friends in London have a race to see whether one can get to Ireland as quick as the other arrives at his city office.</p> <p>Phase two of the ‘Escape the Madness’ campaign follows on from previous print, online and outdoor advertising, to attract Britons to Ireland during this busy period.</p> <p>Minister of State for Tourism & Sport Michael Ring said the campaign video is “great fun.”</p> <p>“This is a clever way of presenting Ireland as a great place to ‘Escape the Madness’.”</p>