With the Irish Tourist Industry Confederation conceding last week that “growth prospects are low” from British tourists, the first push of the year has been made to boost that market.
Fáilte Ireland has worked with five councils from Donegal to Galway and in partnership with Tourism Ireland to launch a new Wild Atlantic Way campaign in Britain.
With Britain’s divorce talks with the European Union stepping up this year, and concerns over post-Brexit currency volatility, the new is targeting English cities with good access to the Western seaboard.
The four-week will feature tie-ins with England’s Classic FM and a digital marketing campaign. And taxis in Liverpool, Glasgow, Manchester and Edinburgh will be wrapped in Wild Atlantic Way imagery.
Fiona Monaghan, Fáilte Ireland’s head of the Wild Atlantic Way, said: “As we enter into the fourth season for the Wild Atlantic Way, we are determined not to rest on our laurels. This campaign allows us to raise international awareness of the route as a must- see visitor experience in key strategic locations which offer ease of access and great potential for the short break market.
“The ease of access will be the key message and, in promoting the call of the Wild Atlantic Way in the spring, we will be emphasising the short flight durations from the targeted cities to get our message across”.
Some of the outdoor images from the campaign can be accessed here
