Every year on March 17th, Ireland transforms into a hub of celebration and national pride as people gather to commemorate St. Patrick's Day.
The Dublin Airport Authority (DAA) reported 2.6 million passengers travelling to and from Dublin Airport in March 2024, marking a 9% increase compared to the previous year. This surge in international visitors presents a prime opportunity for advertisers to reach a global audience during one of the busiest times of the year.
According to the Central Statistics Office (CSO), foreign visitors to Ireland spent an estimated €558.6 million in March 2024, with the majority of tourists coming from the UK (38%), followed by the US (19.4%), and Germany (6.5%). On average, each tourist spent €420 on day-to-day expenses after their flights and accommodation. This creates a significant opportunity for brands to engage with high-spending, international audiences during their stay.
Kantar / TGI Republic of Ireland 2024Visitors to Dublin are 29% more likely than average, to have seen small digital roadside advertising screens in the past 7 days.
While there is a range of events organised over the course of the bank holiday weekend, the Dublin parade is the star of the show. An estimated 500,000 spectators are expected to show up for this year’s edition. Beginning at Granby Row, the parade snakes across the city centre with the main Grand Stand situated right outside the GPO. This year the parade will finish up on Kevin Street, but for those still looking for more celebrations, the Céilí Mór will begin at 2pm at Merrion Square West. There is also the annual funfair running at Custom House Quay across the 15th – 17th of March.
JCDecaux OOH formats are located in prime locations along the parade route, and key locations across the city. Free-standing Digipanels are situated in high-profile areas such as O’Connell Street, Henry Street, and Liffey Street, capturing pedestrian audiences in the heart of the city. Digipoles are in hand-picked locations to target audiences on the main arterial routes in and out of town. Both of these formats combine the flexibility and targeted benefits of DOOH with the best possible locations.
Beyond Dublin, the other main cities and towns also attract large crowds, with Cork being no exception drawing over 50,000 spectators attending the St. Patrick’s Day parade last year. This presents an unmatched opportunity for advertisers to capitalise on a wide-reaching, highly engaged audience of both locals and tourists during this festive period.
Kantar / TGI Republic of Ireland 202465% of people who have attended an exhibition, outing or music festival in the last 12 months, have seen Digital Out of Home advertising in the past 7 days.
St. Patrick’s Day in 2025 is set to be another record-breaking festival, and outdoor advertising offers a prime opportunity for brands to capture the attention of millions of people joining together in celebration.
