Donegal’s Sliabh Liag will feature prominently in Fáilte Ireland’s new autumn campaign for the Wild Atlantic Way, ‘Embrace the Wild Atlantic Way of Life’, which launches tomorrow.
The campaign urges domestic consumers to switch off their smart phones, ignore all their emails and truly get away from it all with a break along the world’s longest defined coastal route.
Over the next four weeks, the €1m campaign will run across national and local radio, outdoor, online and through social media channels.
With a targeted media strategy across Ireland (the Republic and Northern Ireland) that focuses on premium locations nationally and key ‘moments’ in people’s lives when they are most receptive to considering taking a short break.
One of the key outdoor advertising Billboards will feature Sliabh Liag.
Speaking today, Fáilte Ireland’s Director of Marketing, Noel John McLoughlin said “While the Wild Atlantic Way has been a huge success internationally and domestically we need to continually invest to grow the strength of our brands. With this campaign we are building meaningful awareness of Wild Atlantic Way beyond just name and logo recognition to motivate the domestic market to take short breaks along the route from September to March.
“The theme ‘Embrace the Wild Atlantic Way of Life’ positions the Wild Atlantic Way as much bigger than its geography and landscapes. It’s about the unique culture, the people and the communities – the nature of the whole place. As well as its external beauty, the Wild Atlantic Way is also about the internal – giving you the chance to reconnect with what really matters to you.
“We know that a visit to the Wild Atlantic Way can free us from the burdens and expectations of everyday life. This campaign will appeal to those people who want to let their phones die and recharge themselves.”
The overall aims of the autumn campaign are to:
* Encourage more Irish people to take short breaks along the Wild Atlantic Way;
* Develop a longer season – drive a greater frequency of short breaks in the Autumn season, allowing many businesses to trade longer in the year;
* Achieve a greater regional spread along the route with the campaign particularly encouraging Irish people to consider somewhere new on the Wild Atlantic Way.
Speaking to the importance of the campaign for developing tourism along the west coast in the shoulder season, Fáilte Ireland’s Head of the Wild Atlantic Way, Fiona Monaghan said they are delighted that Donegal’s Sliabh Liag is playing such a pivotal part in this campaign.
“The Wild Atlantic Way has been incredibly popular with the domestic audience and we believe there is great potential to grow activity outside of the summer season. We have been working with hundreds of businesses along the route – who have traditionally experienced a short tourism season – to help them become ‘autumn-ready’ and grow their trading season.
“With an emphasis on some of the quieter places, including the North West, this campaign will help us boost visitor traffic all along the route and especially beyond the usual hotspots.”
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