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Head of Ireland’s Hidden Heartlands Confirmed

Fáilte Ireland has announced the appointment of a dedicated head of operations for its newest regional experience brand, Ireland’s Hidden Heartlands.

Paddy Mathews, formerly Head of Attractions at Fáilte Ireland, will now lead the ongoing development of the new brand as well as the local team on the ground.

Paddy has worked with the national tourism development authority since 2006, leading the Environment Unit before heading up Investment and Innovation as well as the Attractions team. During this time, Paddy worked on the development of the Wild Atlantic Way. Prior to joining Fáilte Ireland, he worked with the Heritage Council and in private consultancy.

The appointment came ahead of a TV ad for the region airing for the first time on Tuesday, 10th July.

The TV ad features the hills of Drumshanbo as well as Glenade Lough in Leitrim; Lough Ree in Athlone, Westmeath; and Lough Key Forest Park and Cortober in Roscommon.

With a 75% audience reach planned over the coming weeks, the ad premiered on TV3 and will also appear in the breaks for high rating programmes such as The Sunday Game, Coronation Street, Fair City and RTÉ News.

Paul Keeley, Director of Commercial Development at Fáilte Ireland, said: “This role will be vital to the new regional experience brand as we work to embed and develop it over the coming years – and with his wealth of experience in the tourism industry, Paddy is incredibly well placed to do this.”

Paddy Mathews added: “I’m delighted to take on this new and exciting role. Over the last 12 years with Fáilte Ireland, I’ve seen first hand the potential the region has as a visitor destination. I’m looking forward to building a team on the ground, and working with industry, stakeholders and local communities to bring Ireland’s Hidden Heartlands to life as a compelling place to visit.”

Ireland’s Hidden Heartlands covers the ‘heart’ of the country, from Leitrim down to East Clare and extending through Longford, Roscommon, East Galway, as well as parts of Westmeath, Cavan, North Tipperary and Offaly.

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