Tourism Ireland has teamed up with location technology specialist TomTom as part of its new "Slow Road" campaign.
The "Slow Road" campaign will roll out over the coming weeks in Germany, France, Spain, Italy, the Netherlands and the Nordic region, and will encourage "culturally curious" holidaymakers in those countries to come and explore Northern Ireland's Causeway Coastal Route by car this autumn.
Activity with TomTom will include a dedicated Causeway Coastal Route section on the TomTom website as well as on the various language versions of Tourism Ireland's website, Ireland.com.
European bloggers and influencers will also be invited by Tourism Ireland to use the TomTom RoadTrips platform on drives along the Causeway Coastal Route in the hopes that they will encourage their fans and followers to come and explore Northern Ireland for themselves.
"Delighted"
Tourism Ireland's head of Europe Finola O’Mahony commented, "Tourism Ireland is delighted to partner with RoadTrips by TomTom as part of our new 'Slow Road' campaign. We're highlighting holidays in Northern Ireland during the off-peak season and encouraging travellers across mainland Europe to come and discover the Causeway Coastal Route by car. We aim to take advantage of late booking trends as there is still plenty of business to play for between now and the end of 2019."
© 2019 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.
