Friday 30 September 2016

Take a break beyond summer and ditch technology, says Fáilte Ireland

Amy Mulvaney

Published 11/09/2016 | 14:03

Wild Atlantic Way
Wild Atlantic Way

The latest campaign by Fáilte Ireland urges people to take a break from technology and embrace the Wild Atlantic Way of life by heading to the west coast.

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The €1m campaign will run across the country over the next four weeks, and will encourage people to take short breaks beyond the summer months.

“While the Wild Atlantic Way has been a huge success internationally and domestically we need to continually invest to grow the strength of our brands,” said Fáilte Ireland’s Director of Marketing, Noel John McLoughlin.

“With this campaign we are building meaningful awareness of Wild Atlantic Way beyond just name and logo recognition to motivate the domestic market to take short breaks along the route from September to March.”

Failte Ireland's new campaign encourages people to ditch technology and take breaks outside of the summer months.
Failte Ireland's new campaign encourages people to ditch technology and take breaks outside of the summer months.

Mr McLoughlin noted that the Wild Atlantic Way is “much bigger than its geography and landscapes,” and extends to culture, communities and nature.

“As well as its external beauty, the Wild Atlantic Way is also about the internal – giving you the chance to reconnect with what really matters to you,” he said.

The campaign also aims to boost trade outside of the summer season, and to promote growth in smaller areas.

“With an emphasis on some of the quieter places, this campaign will help us boost visitor traffic all along the route and especially beyond the usual hotspots,” said Fáilte Ireland’s Head of the Wild Atlantic Way, Fiona Monaghan.

Failte Ireland's new campaign encourages people to ditch technology and take breaks outside of the summer months.
Failte Ireland's new campaign encourages people to ditch technology and take breaks outside of the summer months.

“The Wild Atlantic Way has been incredibly popular with the domestic audience and we believe there is great potential to grow activity outside of the summer season.”

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