The Giant’s Causeway is being vigorously promoted as a tourist destination to French commuters.
Large billboard posters have been placed in the busy Metro stations of Paris, as well as many smaller billboards across the French capital and other major cities.
Almost 700 posters will been seen by millions every day in what is the biggest ever joint promotion campaign between Tourism Ireland and French online travel agent Go Voyages.
The offer being highlighted is a suggested weekend break on the north coast - or anywhere else on the island of Ireland.
Go Voyages has reported some early success with a “significant increase” in both inquiries and bookings on both sides of the Irish border.
Severine Lecart, Tourism Ireland’s e-marketing executive in France, said: “2013 was a record year for French visitors to the island of Ireland and we are undertaking an extensive programme of promotions throughout 2014 to keep the momentum going and build on that growth.
“Our spring campaign with Go Voyages is an important element of that programme, to boost travel, and I am delighted to see that the campaign is already performing well.”
The campaign will run until mid-May.