Some of the world's most iconic buildings will be turning green as part of this year’s St Patrick's Day celebrations.
Tourism Ireland revealed today that New York's Empire State Building, the London Eye, the Sydney Opera House and the CN Tower in Toronto will all be seen in a new light on 17 March.
Tourism Ireland Chief Executive Niall Gibbons said: 'The agreement to allow us to 'green' such iconic buildings and attractions must be a first for any destination and clearly illustrates the goodwill that the Ireland brand generates across the world.
'We will use every opportunity to capitalise on Ireland's heightened profile to showcase the uniqueness of a holiday on the island, the diversity of our culture and heritage and the friendliness of our people.'
Mr Gibbons said it was a unique chance to showcase the country to an audience of 70m people worldwide who claim links to Ireland.
The one-off 'greening' is the highlight of the biggest ever worldwide promotion of Ireland in the run-up to St Patrick's Day.
The €1m investment targets visitors from Britain, Europe, North America, Australia and new markets such as China, India and South Africa.
Mr Gibbons said there will also be extensive coverage of Ireland on the airwaves, newspapers and digital media.
'We aim to bring a smile to the world. The message is that there has never been a better time to visit the island of Ireland,' he said.
Officials are aiming to grow tourism numbers by 3% this year, which will attract an additional 230,000 visitors to a total of 7.85m for the year.
The marketing drive has already recruited Boyzone singer Ronan Keating and X Factor losers Jedward for radio promotions in Britain.
In the run-up to St Patrick's Day, nine railway stations and city centres across the UK will be targeted in publicity stunts.
Riverdance, the World Irish Dance Championships and The Priests have also been lined up for events.
Elsewhere, Irish music and a Riverdance troupe will take over Stockholm central station for St Patrick's week. Events have also been arranged for the German cities of Frankfurt, Dusseldorf and Munich.
