Wild Atlantic Way

Wild Atlantic Way Spring campaign kicks-off for a 4 week intense media burst (Radio/TV) with Digital/PR extension into May
The campaign works to counter seasonality and regionality by inspiring growth of the domestic market along the route with an emphasis north of Galway. All activity is delivered through motivating and impactful content anchored in the creative platform ‘Embrace the Wild Atlantic Way of Life’ and working to build and strengthen existing audience awareness.

While 300 international buyers take their seats this morning at Fáilte Irelands largest annual tourism industry event, Meitheal 2019, our hundreds of participating industry partners are very well placed today to grow their share of business from our key overseas markets. Meanwhile, Fáilte Ireland’s latest domestic marketing campaign for the Wild Atlantic Way, launched last week, has the home market covered, as it will target Dublin commuters and tourists from Northern Ireland to the Republic using outdoor, radio and TV ads.

As over half of all journeys into Dublin are made on public transport, Fáilte Ireland is using high impact imagery from along the Wild Atlantic Way on digital screens at key commuter points in the city including Heuston and Connolly Stations, at Busáras and on Luas trams.

Slogans such as Skip the school run for endless fun; Swap work chores for sandy shores; Swap rush hour for ‘What’s the rush?’ hour; Replace the day to day with days to remember; Lose yourself, not the weekend are already grabbing the imagination of many weary and stressed commuters!

Radio adverts scheduled for morning and evening rush hour and a TV advert (LINK) specifically targeting the Northern Irish market will make up a key element of the campaign. This forms part of Fáilte Ireland’s wider programme to help tourism businesses prepare for Brexit and retain visitors from Northern Ireland, especially for border counties, which have been most adversely affected by the devaluation of sterling. .

 

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