General News

Spotlight on the Wild Atlantic Way in Germany

A month long tourism advertising campaign has kicked off in Germany, which will reach millions of people in seven cities across the country.

The ads are highlighting the Wild Atlantic Way and are running in German cities with direct flights to Ireland – Munich, Stuttgart, Frankfurt, Düsseldorf, Cologne, Hamburg and Berlin.

The campaign is part of Tourism Ireland’s latest promotion in Germany, in conjunction with Fáilte Ireland, to highlight the Wild Atlantic Way to German holidaymakers, and includes a 15 second video ad running on digital TV stations.

Germany is the third-largest source of visitors to the island of Ireland and one of the largest outbound travel markets in the world. 2018 was the eighth consecutive year of growth for Irish tourism from Germany, with almost 818,000 Germans arriving to Ireland, delivering almost €500m to the economy.

Peter Nash, Tourism Ireland’s Manager, Central Europe, said: “Germans who are interested in taking a holiday which involves sightseeing and local culture remain our core audience; we are also targeting people who engage in outdoor activities while on holidays.”

Recently, Tourism Ireland’s Fill Your Heart with Ireland (in German, Irland. Lässt dein Herz höher schlagen) ad has been running on German TV on a range of channels including ARD, ZDF, SAT.1, RTL, Super RTL, VOX and Disney, reaching more than 17m viewers. A second TV campaign will run in the autumn.

Tourism Ireland has also been working with travel partners such as Ryanair and Ireland West Airport Knock, to highlight the new Ryanair flight from Cologne to Knock, due to launch in June.

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