Ireland’s Ancient East Advertising Blitz to Boost Visitor Numbers This Autumn
Fáilte Ireland today launched its latest holiday campaign encouraging Irish people to take a break and unearth their own stories through their holiday experiences in Ireland’s Ancient East. The activity includes television advertising aimed at encouraging Irish people to take a break in the region this Autumn, boosting tourism businesses in the east through the traditionally quieter autumn months. Click here to watch the ‘Great Stories Stay with you Forever TV Ad.
Over the next six weeks the campaign will feature across national and local radio stations. The campaign is continuing the roll out of the creative idea “Great Stories Stay with You Forever” which was launched in 2016, is aimed at highlighting the stories and experiences in Ireland’s Ancient East. The campaign will also appear on digital display units visible in heavy footfall areas such as St Stephens Green, Dundrum Town Centre and Connolly Station, Dublin. The campaign will also have a strong online presence using Video on Demand, YouTube and Fáilte Ireland’s social media channels. In total, it is estimated that the campaign will be seen by nine in ten Irish adults or more than three million people.
Speaking about the campaign, Paul Kelly, Chief Executive, Fáilte Ireland emphasised,
“The domestic market is an important market for Irish tourism, and an area of particular focus for Fáilte Ireland as we work on building tourism numbers beyond the summer months. If Irish tourism businesses are to be able to sustain themselves for longer periods throughout the year, create more jobs and deliver more revenue, it is important for us to deliver growth in the home market.”
Ireland’s Ancient East was developed by Fáilte Ireland to maximise the history and heritage in East and South of Ireland and bring it to greater visitor attention. To do this, the new initiative offers visitors a personal experience of 5000 years of history through a relaxing journey of discovery in the beautiful landscape that attracted warring settlers for millennia and illuminated by stories from the best storytellers in the world – the local people.
The Irish domestic market is a very important component of the tourism sector and has proven to be very robust in recent years. Last year’s performance was buoyant with 4.8 million holiday/leisure trips taken, up 3.7% on 2015. Expenditure on domestic holidays in 2016 was €1.12 billion a 5% increase on the previous years. Total nights spent on domestic leisure trips last year was estimated at just over 15 million, a 2% increase on the previous year, with the average length of holiday trip at 3.1 nights. Visitors who stayed in hotel accommodation accounted for over 3.6 million domestic trips in 2016.