Fáilte Ireland launched its latest marketing campaign encouraging Irish people to take a short break in Ireland’s Ancient East. The campaign includes television advertising aimed at encouraging Irish people to take a break in the region this autumn to generate increased tourism activity in Ireland’s Ancient East through the relatively quieter autumn months.
Importance Of Domestic Market
Daragh Anglim, head of marketing at Fáilte Ireland, said, “A core focus of Fáilte Ireland’s work is to drive increased domestic short breaks during the autumn season. This is crucial for sustaining tourism all year round and creating more jobs and revenue across the country. The domestic market is the bedrock of our tourism industry. This autumn we will launch major marketing campaigns for both Ireland’s Ancient East and the Wild Atlantic Way which will encourage Irish people to get out and travel the country in the latter half of the year.
“The domestic market is an important market for Irish tourism, and an area of particular focus for Fáilte Ireland as we work on building tourism numbers beyond the summer months. If Irish tourism businesses are to be able to sustain themselves for longer periods throughout the year, create more jobs and deliver more revenue, it is important for us to deliver growth in the home market.”
Over the next six weeks the campaign will feature across national and local radio stations and will build once more on the creative idea “Great Stories Stay with You Forever”, which was first launched in 2016 and is aimed at highlighting the stories and experiences in Ireland’s Ancient East. The campaign will also have a strong online presence using Video on Demand, YouTube and Fáilte Ireland’s social media channels. In total, it is estimated that the campaign will be seen by nine in ten Irish adults or more than three million people.
© 2018 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.
