BeNe Co-operative campaign with carriers - 2022

BeNe: The Netherlands & Belgium

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Activity Type

B2C Co-operative Marketing Campaigns/Activities

Suitable for

Air and Sea carriers, Airports


Throughout the year

Sign up by


For more info

, Tourism Ireland The Netherlands & Belgium.

The programme aims to exploit the marketing opportunity presented by (direct) access to the island of Ireland by increasing destination awareness and passenger numbers travelling to the island of Ireland. Campaigns must include external channels, and be discussed with and approved by Tourism Ireland prior to media booking. All campaigns must include island of Ireland destination messaging. Creative will be led by the air carrier, promoting specific routes, and Tourism Ireland co-branding must be included.

The minimum level of investment with the carrier and Tourism Ireland combined is €10,000. Tourism Ireland investment is inclusive of VAT.

Once plans have been jointly approved by the partner and Tourism Ireland, Tourism Ireland will match up to 50% of the total investment, subject to the campaign objectives being in line with Tourism Ireland’s strategic objectives. Specific KPIs will be set for each campaign including increases in passengers.

Tourism Ireland BeNe offers additional value to the carrier by giving visibility to the campaign on our website, social media platforms and in e-zines.