• Cyril McAree

Leading German Brand Panasonic ‘Snap Up’ the Wild Atlantic Way


Well known German electronics company Panasonic together with, Globetrotter and SchwarzWeiB magazines are spending this week in Ireland on a photo shoot as part of a campaign which will jointly promote the northern headlands and surf coast region of the Wild Atlantic Way with their new Lumix G9 camera.

To kick off the campaign, which will see Panasonic promote the Wild Atlantic Way across their digital channels, as well as at major events in Germany (overall reach 500,000 consumers), aimed at encouraging German visitors to consider the Wild Atlantic Way as a place to visit. The film crew were provided with an itinerary of the best locations to film on the Wild Atlantic Way in counties Galway, Mayo, Sligo and Donegal at ‘off the beaten track’ as well as some of the more well-known spots by tourism agencies Fáilte Ireland, in conjunction with Tourism Ireland. (See notes to editor on locations the group visited)

Speaking today Daragh Anglim, Head of Marketing and Digital with Fáilte Ireland stressed the benefit of supporting the initiative –

“It is extremely important for companies such as Panasonic, to come and experience first-hand what the Wild Atlantic Way has to offer and to put the Wild Atlantic Way on the map for potential German visitors. The region around Galway, Mayo, Sligo and Donegal provides extraordinary and breath-taking possibilities for visitors. With the exposure that this event will receive, particularly in Germany, and by providing them with a positive experience during their visit, we hope to welcome many more people from Germany and Europe to the West of Ireland to enjoy the fantastic and unspoilt Irish landscapes on our Wild Atlantic Way.”

“Visitor numbers from Germany are particularly buoyant this year, with latest CSO data showing 21% growth in the first eight months of 2018, compared with the same period last year. This demonstrates what an important market Germany continues to be for Ireland and we will continue to be on the front foot in attracting visitors from Germany.

Last year was a bumper year for international media coming to Ireland from 20 overseas markets. Over 1,400 representatives from print, broadcast and online channels across the world descended on our shores during the year providing Irish tourism with an overall reach to over 9.2 billion worldwide. The equivalent advertising value of this reach is estimated at over €104 million. Fáilte Ireland, together with Tourism Ireland, co-ordinated over 400 different itineraries resulting in the media representatives meeting with over 4,000 Irish businesses across the country.


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