Fáilte Ireland has launched a new €1 million campaign called 'Embrace the Wild Atlantic Way of Life', which it hopes will encourage domestic consumers "to switch off their smart phones" and plan a trip along the coastal route.
The four-week campaign will run across national radio, through outdoor advertising and social media with the aim of targeting people at "key" times in their lives when they are more receptive to taking a short break.
Fáilte Ireland’s director of marketing, Noel John McLoughlin said: "With this campaign we are building meaningful awareness of the 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 campaign's overall aim is to develop a longer tourism season for the route by making businesses 'Autumn-ready' and to achieve a greater regional spread by encouraging people to visit quieter areas on the route.
