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'Frank's German Sausages' when it was temporarily parked outside the Bank of Ireland office on Baggot Street in Dublin. Photocall Ireland
the gathering

Irland, bitte: German footie fans targeted in Irish tourism campaign

Tourism Ireland is trying to tempt German football fans to attend the Gathering next year, using Facebook, apps, prizes and ads.

A MAJOR PROMOTIONAL programme has been launched to tempt German tourists to The Gathering event next year.

Tourism Ireland has put the promotional programme in place in advance of World Cup qualifier at Aviva Stadium on 12 October.  It is specially targeting football fans around Germany and encouraging them to visit Ireland next year for The Gathering.

The programme includes a Facebook campaign, which has a specially-created app targeting about 1.5 million football enthusiasts across Germany, who are encouraged to upload a fan picture to be in with a chance to win a weekend in Dublin.

Ads are also running right now on the popular German football website; and a specially-created German language page on is encouraging Germans to visit Ireland next year.

Over 3,000 influential German journalists will also be targeted by Tourism Ireland’s campaign.

Minister for Transport, Tourism and Sport Leo Varadkar said:

You don’t have to be Irish to take part in The Gathering. Germans have a particularly affinity with Ireland and this is a great opportunity to reach a large group of German fans.

Niall Gibbons, CEO of Tourism Ireland, said that the match next weekend “is a great ‘hook’ for us to leverage, reaching a wide audience of football fans – or potential holidaymakers – around Germany”.

Building on the hugely positive legacy left by Irish football fans on the German people during Euro 2012 this summer, our message is that the island of Ireland is a fun and diverse destination, offering a variety of iconic experiences.

Tourism Ireland is rolling out a major programme of promotions in Germany – and elsewhere around the world – to highlight ‘The Gathering Ireland’, telling people everywhere that 2013 is “the perfect year to come home”.

Read: Sponsorship of Emerald Isle Classic costs The Gathering over €600,000>

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