Autumn campaign targeting the UK, North America, mainland Europe, Australia and emerging markets will focus on city breaks as well as rural areas, and highlight Ireland's many festivals and events

Tourism Ireland is doing co-op promotions with Expedia, Ryanair, Aer Lingus, Stena Line, American Airlines, Norwegian Air, Cathay Pacific, Hainan Airlines and the State of Qatar.

With yet another drop in sterling this week, Tourism Ireland needs to pull out all the stops to offset shrinkage of the British market.