More than 12 million people are expected to be exposed to the scheme, which is being rolled out by national tourism agency Tourism Ireland to run on radio and online, involving direct marketing and social media.

Hanafin said: "Dublin has consistently been voted Europe's friendliest city by tourists who have enjoyed the warmth of the welcome they received here, while they experienced all the fun and attractions that this vibrant city has to offer.

"We are looking to intensively promote Dublin to the British holidaymaker in the coming months and this campaign will highlight the great experience waiting for them."

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