Tourism Ireland estimated that its ‘Home of Halloween’ campaign could generate an additional €60m from overseas visits related to Halloween each year within the next five years.
The campaign has achieved over 100m views across 13 key overseas markets within just four weeks of its launch, significantly enhancing awareness of Halloween’s Irish origins.
The campaign has resulted in doubled recognition among viewers regarding Halloween’s roots in Ireland, with 70pc of those exposed to the campaign expressing a greater desire to visit the country.
Promoted to boost the October shoulder season, the campaign highlights various traditional and modern Halloween festivals across Ireland, such as Derry Halloween, Púca in County Meath, and the Bram Stoker Festival in Dublin, inviting visitors to experience the celebration at its origin.
Alice Mansergh, Chief Executive of Tourism Ireland, shared: “Halloween is one of the world’s favourite festivals but not everyone knows that it originated on these shores around 2,000 years ago. At Tourism Ireland, we’re excited to change that, inviting visitors to experience Halloween where it all started. There are wonderful festivals to enjoy, from Derry Halloween to Púca in Meath, Bram Stoker in Dublin, Macnas in Galway and so much more, with thanks to our partners in local authorities, Fáilte Ireland and TourismNI. We’ve been thrilled to see the positive response overseas to our ‘Home of Halloween’ campaign, including over 100 million views across 13 markets within a month of launch, twice the recognition of Ireland as the birthplace of Halloween, and an increased likelihood to visit, all teeing up substantial benefits for off-season tourism.”
HERE are the principle Halloween festivals and events from around Ireland
Home of Halloween – How Ireland claimed ownership of the festival & the places that made it happen
