A NEW FÁILTE Ireland advertisement will begin airing tonight as part of the latest home holiday campaign for the Wild Atlantic Way.
The TV ad, part of the Embrace the Wild Atlantic Way of Life campaign, focuses on getting Irish people to discover the west along the world’s longest defined coastal route.
The ad will be aired throughout May on RTÉ, TV3, Channel Four and a number of Sky channels, among others.
It includes footage of Mullaghmore in Co Sligo, Keem, Achill in Co Mayo, Ballinskelligs in Co Kerry, Derrigimlagh in Co Galway, Fanad Lighthouse in Co Donegal and the Cliffs of Moher in Co Clare.
Don’t Mind Me, a song by Walking on Cars, provides the soundtrack.
The television campaign will be accompanied by advertising across national and local radio and outdoor, online and social media channels. It will run during May and be repeated in September and October.
Patrick O’Donovan, junior minister for tourism, welcomed the campaign, saying he “would encourage anybody who has not had the experience yet to get out there and discover the west”.
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,” O’Donovan said.
Domestic tourism
Some 4.8 million holiday or leisure trips were taken in the domestic tourism market in 2016, up 3.7% on 2015. Expenditure on domestic holidays last year was €1.12 billion, a 5% increase on 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 being 3.1 nights.
Visitors who stayed in hotel accommodation accounted for over 3.6 million domestic trips in 2016.
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