Advertisements are set to bombard 600 UK cinemas over the coming weeks in a bid to attract people to Northern Ireland with the slogan, “discover the land that inspired Narnia.”
The campaign is part of Tourism Ireland’s £40 million venture over the next three years to attract visitors to both northern and southern parts of the island.
The movie version of CS Lewis’ Chronicles of Narnia hits screens this weekend.
CS Lewis grew up in Northern Ireland and the film includes many shots of the province, including the Giant’s Causeway.
Bruce Robinson of the department of enterprise trade and investment said Northern Ireland tourism, which attracted 2.3 million visitors in 2004, continues to grow.
“Revenue from overseas visitors grew by ten per cent in 2004 and in August 2005, hotel occupancy reached 71 per cent, the highest recorded in the last ten years,” he said.
The three-year campaign is hoped to reach 200 million people.
