Tourism Ireland is to spend £40m over three years in a bid to attract more visitors north and south.

The drive was announced by Tourism Ireland and the Northern Ireland Tourist Board in Belfast on Thursday 8^th Dec 2005.

Part of the campaign will tie in with the launch of The Chronicles of Narnia film of the book by Belfast-born author CS Lewis. An advert - 'Discover the Land that Inspired Narnia' - will be shown in British cinemas.

Simon Gregory of Tourism Ireland says, "The Narnia advert that we've done is going out in Britain with the launch of the film next week and that's going to be playing in 600 cinemas all across Great Britain.

"We think that's going to be a great way to inspire people to come and see Northern Ireland,"

The wider campaign's theme is "Discover Your Very Own Ireland" and will run on several media across TV, radio, print, online and in cinemas.

"Our new advertising brings to life, in a warm and humorous fashion, the wide range of holiday choices and activities just waiting to be discovered in Ireland " said Paul O'Toole Tourism Ireland

However, there was a need to "animate the Irish holiday experience and bring it to life", he said.

"The new campaign unashamedly reflects our core strengths - the beautiful scenery, the warmth of the people and the living and historic culture which have always resonated so well with our visitors,"

"But our consumers also told us they needed more information about what a holiday in Ireland might involve.