Tourism Ireland has teamed up with Aer Lingus and rugby club Racing 92 to help promote the Wild Atlantic Way as a French holiday destination.
The partnership kicked off during the recent match in Paris between Munster and Racing 92.
The new promotion involves a high impact ad running pitch-side during the game, highlighting the new Aer Lingus flight from Paris to Shannon, which will operate four times weekly from the end of March. It also includes Tourism Ireland’s TV ad, broadcasting inside the Paris La Défense Arena, as well as on the giant screens outside. There will also be online ads on the Racing 92 digital platforms.
The ads will also run during two upcoming games at the Racing 92 stadium in Paris – in mid-February when Racing 92 takes on Toulouse and at the end of February, during the match against La Rochelle.
“We know that the Wild Atlantic Way holds a special appeal for French holidaymakers, so this partnership is an ideal opportunity to promote the new Aer Lingus flight, bringing them directly to Shannon and the heart of the West of Ireland,” said Monica MacLaverty, Tourism Ireland’s Manager Southern Europe.
“France is one of the top four markets for tourism to the island of Ireland. Tourism Ireland will roll out an extensive and targeted programme of promotional activity again in 2020, to continue to grow French visitor numbers and, in particular, to encourage more of them to come and explore our regions and less-visited attractions during the off-peak season.”