Fáilte Ireland Campaign to Motivate Visitors to Take Short Breaks in Ireland’s Ancient East
The first of Fáilte Ireland’s 2019 marketing campaigns kicks off tomorrow (Monday 4th March 2019) as the Spring advertising campaign for Ireland’s Ancient East gets underway. The national tv and radio campaign will highlight the region as the ideal place to take a short break by showcasing the variety of experiences and attractions across the region in the lead up to St. Patrick’s Week, during the Easter holidays and beyond.
Ireland’s Ancient East stands out for its rich built heritage and amazing history, and the brand is all about bringing this to life through storytelling and compelling visitor experiences. After only four years since the brand was launched, Ireland’s Ancient East has made significant impact on tourism across the east of the country, developing increased visitor numbers and spend, season extension and job creation. Last year 2.8million overseas tourists visited Ireland’s Ancient East and spent €1.6billion. This level of activity has supported 44,000 jobs.
Aimed at families, the TV ad campaign builds on the ‘Great Stories Stay With You Forever’ theme previously rolled out by Fáilte Ireland which focused on creating holiday memories and unforgettable stories.
As part of the current campaign, the Boyne Valley will feature in a series of new videos highlighting local experiences, food and gardens in Ireland’s Ancient East to potential domestic holidaymakers. Included in the videos are hotspots such as Solstice Arts Centre in Navan; Monasterboice, Louth; Slane Castle Irish Whiskey Distillery, Meath; Listoke Distillery, Drogheda; Sheridan’s Cheesemongers, Kells, Carlingford Adventure Centre, Louth; Mellifont Abbey, Louth; Boyne Valley Adventures, to name but a few.
The spring campaign will run for three weeks across television, national and local radio and on social media platforms from Monday, 4th March. The campaign will also run in the Northern Ireland market driving greater awareness and consideration of short breaks in Ireland’s Ancient East during the Spring period.
Speaking today, Fáilte Ireland’s Director of Marketing Niall Tracey said: “The domestic market provides a bed-rock for many tourism businesses and sustains activity throughout the year providing the sector with more than a billion euro in revenue. Our home holiday marketing activity is especially geared to generate business in the ‘shoulder seasons’ each side of summer to allow tourism operators trade longer which is good for jobs and also important for developing and maintaining a strong product on the ground for domestic and international tourists.”
Jenny De Saulles, Fáilte Ireland’s Head of Ireland’s Ancient East added: “Ireland’s Ancient East has so much to offer domestic tourists and we already see strong visitor numbers and revenue generated by the brand since its launch four years ago. Almost half (45%) of all domestic tourists engaged in cultural activities while taking a break in Ireland in 2017, so we know what Ireland’s Ancient East offers resonates with the domestic market. In 2019 Fáilte Ireland will continue to work with tourism businesses in the region to provide even more engaging and accessible cultural experiences that will drive visitor numbers and spend, lengthen the tourism season and, most importantly create jobs and increase revenue.