Co-inciding with the Giro d’Italia, 100 billboards advertising Northern Ireland have gone up around London.
Tourism Ireland said that the locations include Oxford Street, Buckingham Palace Road and Euston Road, with a full-page advert for Northern Ireland today in the free newspaper Metro yesterday.
Social media activity is also playing a major role in Tourism Ireland’s promotions this week – the organisation is targeting its 2.1 million fans around the world with lots of posts, images and footage of the Province.
Today, Tourism Ireland has arranged for Good Morning Britain (the breakfast show on ITV formerly Daybreak) to run live from Titanic Belfast.
CEO Niall Gibbons called the Giro an “unprecedented opportunity to promote the Province”.