A new Fáilte Ireland TV advertisement will begin airing tonight as part of the latest home holiday campaign for the Wild Atlantic Way.
The TV ad, which is a key feature in a wider, ‘Embrace the Wild Atlantic Way of Life’ campaign, emphasises the opportunity for Irish people to discover the west coast and truly get away from it all as they personally benefit from a break along the world’s longest defined coastal route. The ad will be aired throughout May on RTE, TV3, Channel Four and a number of Sky channels amongst others.
The television ad, with a soundtrack from Irish band Walking on Cars (‘Don’t Mind Me’), includes footage of Mullaghmore (Co. Sligo), Keem, Achill (Co. Mayo), Ballinskelligs (Co Kerry) and Derrigimlagh (Co. Galway) to highlight the variety of experiences to be had along the Wild Atlantic Way and its ability to allow visitors to relax and reconnect.
See the new advert now:
The television campaign is also being accompanied by advertising across national and local radio, outdoor, online and social media channels and will run during May and will be repeated in September and October. Some of the visuals from the campaign can be viewed in the Editors Note below.
Welcoming the campaign, the Minister of State for Tourism, Patrick O’Donovan TD said:
“While many overseas visitors are discovering the joys of the Wild Atlantic Way, the route has also been incredibly popular with the domestic audience. The west coast brand has helped rejuvenate many tourism businesses and communities along its route and is driving incremental growth in visitors and revenue. I am pleased to see Fáilte Ireland leveraging this domestic appeal to maintain business momentum beyond the high season with targeted advertising in spring and autumn and would encourage anybody who has not had the experience yet to get out there and discover the west.”
Today’s Wild Atlantic Way campaign follows hot on the heels of Fáilte Ireland’s latest domestic marketing campaign for Ireland’s Ancient East which was rolled out in March to inspire and encourage domestic holidaymakers to discover the stories and attractions of Ireland’s history and past. Featuring an integrated, cross-channel campaign on national television, in national print and across social media and digital channels, this campaign themed ‘Great Stories Stay With You Forever’ highlighted the brilliant holiday experiences and stories to be discovered in Ireland’s Ancient East and will also be repeated in the Autumn.
Pictured at the filming at Mullaghmore were Eithne O'Sullivan from Eithna's by the Sea; Jimmy Kinahan and Bernie Penston, actors; Daragh Anglim, Fáilte Ireland; Grainne McMahon, Pat Market, Daragh Anglim, Fáilte Ireland and Tom Connelly, Fáilte Ireland. Photo: James Connolly
Speaking today, Tuesday, Fáilte Ireland’s CEO Paul Kelly emphasised: “The domestic market provides a bed-rock for many tourism businesses and sustains activity in the sector throughout the year. Our home holiday marketing activity is especially geared to generate business in the ‘shoulder seasons’ each side of summer to allow tourism operators trade longer which is good for jobs and also important in terms of developing and maintaining a strong product on the ground for all tourists – whether domestic or international.
“We are also very much focussed on driving activity into those areas – beyond traditional hotspots – where we believe there is great potential, variety and capacity for additional visitors. Therefore, in this Wild Atlantic Way campaign, we are highlighting the great benefits to be found in places such as Sligo, Mayo and Galway as well as more traditional destinations in the region.”
The Irish domestic market is a very important component of the tourism sector and has proven to be very robust in recent years. Last year’s performance was buoyant with 4.8 million holiday/leisure trips taken, up 3.7% on 2015. Expenditure on domestic holidays in 2016 was €1.12 billion a 5% increase on the previous years. Total nights spent on domestic leisure trips last year was estimated at just over 15 million, a 2% increase on the previous year, with the average length of holiday trip at 3.1 nights. Visitors who stayed in hotel accommodation accounted for over 3.6 million domestic trips in 2016.