Plan to extend tourism season along the WAW

September 3rd, 2017 11:55 AM

By Southern Star Team

The €500k ad campaign focusses on bolstering Ireland's off-season period (Photo: Lukasz Warzecha)

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Failte Ireland's latest home holiday campaign which encourages people to explore the Wild Atlantic Way has hit our TV screens.  

FAILTE Ireland’s latest home holiday campaign which encourages people to explore the Wild Atlantic Way has hit our TV screens.  

The €500k campaign focusses on bolstering Ireland’s off-season period and will run from the end of this month through to mid-October reaching an estimated 3.3million Irish adults.

Building on the ‘Embrace the Wild Atlantic Way of Life’ campaign which was launched earlier this year, the campaign highlights a variety of experiences to be had along the coastal route. As well as featuring on national TV the campaign will be carried across national and local radio, as well as through our ‘always on’ online and social media channels. It is expected that 94% of adults will be exposed to the campaign over the eight week period. 

Speaking about the campaign, Fáilte Ireland CEO, Paul Kelly said: ‘The domestic market is an important element of Ireland’s overall tourism sector and our home holiday marketing activity is geared at boosting visitor numbers outside of the busy summer months to allow businesses to sustain activity throughout the year therefore increasing revenue and generating local employment. 

‘Domestic performance along the Wild Atlantic Way, according to businesses on the ground, has been positive so far this year and it is our hope that this campaign will further bolster this performance as we head out of the busy summer months into the shoulder season.

‘Fáilte Ireland also maintains a watchful eye on those counties who are most likely to suffer lower visitor numbers along the border as a result of Brexit and it is our hope that this autumn campaign will encourage more domestic visitors to consider a break in counties located outside of the main hotspots such as Donegal, Sligo and Mayo which all feature strongly in the campaign.’

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.

View the Wild Atlantic Way TV ad at .

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