The first of Fáilte Ireland’s 2019 marketing campaigns has kicked off, as the Spring advertising campaign for Ireland’s Ancient East gets underway.
The national tv and radio campaign will highlight the region as a place to take a short break, by showcasing the variety of experiences and attractions across the region in the leadup to St. Patrick’s Week, during the Easter holidays, and beyond.
Aimed at families, the TV ad campaign builds on the Great Stories Stay With You Forever theme previously rolled out by Fáilte Ireland, which focused on creating holiday memories and stories.
Four years since the brand was launched, the Ancient East has made significant impact on tourism across the east of the country, developing increased visitor numbers and spend, season extension and job creation. Last year 2.8m overseas tourists visited the regionand spent €1.6bn. This level of activity has supported 44,000 jobs.
As part of the current campaign, the Boyne Valley will feature in a series of new videos highlighting local experiences, food and gardens in Ireland’s Ancient East to potential domestic holidaymakers. Included in the videos are destinations such as Solstice Arts Centre in Navan; Monasterboice, Louth; Slane Castle Irish Whiskey Distillery, Meath; and Listoke Distillery, Drogheda.
The campaign will run for three weeks across television, national and local radio and on social media platform. The campaign will also run in the Northern Ireland market.
Fáilte Ireland’s Director of Marketing, Niall Tracey, said: “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 for developing and maintaining a strong product on the ground for domestic and international tourists.”
Jenny De Saulles, Fáilte Ireland’s Head of Ireland’s Ancient East, added: “Almost half (45%) of all domestic tourists engaged in cultural activities while taking a break in Ireland in 2017, so we know what Ireland’s Ancient East offers resonates with the domestic market. In 2019 Fáilte Ireland will continue to work with tourism businesses in the region to provide even more engaging and accessible cultural experiences that will drive visitor numbers and spend, lengthen the tourism season and, most importantly create jobs and increase revenue.”