Tourism Ireland has launched the first phase of its special Star Wars campaign to coincide with the release of the movie this week. Its campaign will be rolled out in 14 different markets around the world targeting fans of the science fiction franchise everywhere. The marketing activity will include a specially created web page on Ireland.con which attracted 16.5 million visitors this year. It will also include significant social media activity and a major PR and publicity push to Tourism Ireland’s 20,000 plus international media contacts. According to Tourism Ireland, TV and film are recognised as strong influencers on travellers everywhere, with up to 35 percent of people being impacted in their choice of destination by what they see on screen. Niall Gibbons, CEO of Tourism Ireland, said; “A hugely popular name like Star Wars Filming here, will bring the magnificent scenery of Skellig Michael and the Wild Atlantic Way to the attention of millions around the world.