A new video campaign launched in Italy on Monday by Tourism Ireland urges Italian travelers to Press the Green Button ('Premi il tasto verde") - because the color green is around the world associated with both Ireland and the concept of "go" - and begin planning a trip to Ireland.

The campaign, which is intended to drive visitor numbers to the island of Ireland in 2021 and onward, focuses on outdoor activities and iconic attractions like the Trinity College, the Cliffs of Moher, Titanic Belfast and the Giant's Causeway.

Along with a free toolkit and website listings for the travel trade, media used include radio, out-of-home and digital.