Tourism Ireland has teamed up with Irish Ferries to promote car touring holidays along the Wild Atlantic Way and around Ireland’s Ancient East. A joint campaign – targeting our important ‘culturally curious’ audience – is under way in the UK.
The two-month campaign will reach more than 20m potential British holidaymakers, inviting people looking for the perfect road trip to come and follow the Wild Atlantic Way or to explore Ireland’s Ancient East and reminding them how easy it is to reach Ireland.
The campaign also includes a partnership with the Guardian online which features an article titled “10 stunning spots in Ireland – in pictures” and the chance to win a five-night holiday in Ireland; radio ads on Classic FM, Heart and Smooth Radio – which will reach an estimated 2.28m listeners; ads in national newspapers, including titles like the Daily Mail, Daily Express, Daily Telegraph, The Sunday Times, The Sunday Telegraph and the Mail on Sunday, which will be seen by an estimated 14.5 million readers and online ads on popular sites, as well as ads on Facebook.
Julie Wakley, Tourism Ireland’s Deputy Head of Britain, said: “We are delighted to partner with Irish Ferries once again, to maximise the promotion of services from Pembroke to Rosslare and from Holyhead to Dublin. Our aim is to continue to raise awareness of Ireland’s Ancient East and the Wild Atlantic Way and to boost car touring visitors to Ireland. We know that people who bring their car here on holidays tend to stay longer, spend more and are more likely to visit more than one region.
“Great Britain is the largest market for tourism to the island of Ireland and we have seen excellent growth in British visitor numbers so far again this year, with the most recent CSO figures for January to June showing a +16% increase. We are undertaking an extensive programme of promotions throughout 2016, to keep the momentum going and build on that growth.”