08 Sep 2015
Fáilte Ireland launched a dynamic new campaign which targeted Irish holidaymakers and encouraged them to get out and discover the wonders of the west coast. The Wild Atlantic Way creative made an impact on cinema screens in June, and this integrated campaign also included print, broadcast advertising, and social media.
“The Wild Atlantic Way is one of our most ambitious tourism projects ever. Over the last 18 months much focus has been placed on showcasing the route to potential visitors overseas and now we need to ensure that Irish people who are considering holidaying at home over the summer months are fully aware of everything that the touring route has to offer,” said Fiona Monaghan head of the Wild Atlantic Way with Fáilte Ireland. “Through a range of media we will be highlighting the wonders of the west coast and I would like to encourage everyone to take the opportunity this summer to experience this fabulous attraction, right on their doorstep.”
This campaign ran with Wide Eye Media's Core Audience Package in June, which meant it was shown on all ROI screens with all films that were on release that month. From massive blockbusters like 22 Jump Street, X-Men: Days of Future Past and Mrs. Brown Boys D'Movie, to more niche movies like The Fault in Our Stars and Jersey Boys, this creative was seen by an audience as wide and diverse as the films with which it ran. This breath-taking ad can be viewed below.
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