An exciting new Wild Atlantic Way TV advert is encouraging Donegal people to get out and explore the amazing natural landscape on their doorsteps.
A breathtaking shot of Fanad Lighthouse features in the new Fáilte Ireland TV advertisement which 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 , highlights the variety of experiences to be had along the Wild Atlantic Way and its ability to allow visitors to relax and reconnect. It includes footage of Mullaghmore (Co. Sligo), Keem, Achill (Co. Mayo), Ballinskelligs (Co Kerry), Derrigimlagh (Co. Galway), Fanad Lighthouse (Co. Donega)l and the Cliffs of Moher (Co Clare).
The television campaign is also being accompanied by advertising visuals for national and local media, which includes an impressive image of Slieve League cliffs in Donegal.
Failte Ireland Slieve League
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.”
Speaking today, 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.
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