Life Ireland

Sunday 31 August 2014

VIDEO EXCLUSIVE: The Wild Atlantic Way is coming to a cinema screen near you

The new ad is part of a summer promotional blitz aimed at getting Irish holidaymakers out west... and you can see it here first.

Pól Ó Conghaile

Published 13/06/2014 | 08:14

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The Wild Atlantic Way gets a big domestic push today with the unveiling of a high-impact, 60-second cinema ad available to preview exclusively on independent.ie.

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The ad will be seen by an estimated audience of one million, Fáilte Ireland says.

It comes as part of a promotional splash that will also see Ryan Tubridy take his 2FM show on a Wild Atlantic Tour in early July, broadcasting from discovery points along the route.

Newstalk’s George Hook, Pat Kenny and Seán Moncrieff are also shaping up to broadcast from the west coast, according to Fáilte Ireland - as is TV3’s Ireland AM.

The Wild Atlantic Way is a 2,500km coastal touring route stretching from Kinsale in Co. Cork to Donegal’s Inishowen Peninsula. Despite the erection of thousands of signposts along the route, however, many Irish people are still confused as to what exactly it is.

Social media and radio campaigns will be rolled out later this month.

The domestic push comes on foot of a concerted overseas marketing effort by Tourism Ireland. As you read, for example, over five million French cinemagoers are being treated to ads promoting what is billed as the world’s longest defined coastal touring route.  

The Wild Atlantic Way has been widely promoted across international TV, print and online platforms, on Ireland.com and through social media channels. Tourism Ireland is hugely popular on Facebook, with over 2.18 million fans worldwide.

Recently, comedy legend George Wendt (known to millions as Norm from Cheers) was invited by Fáilte Ireland to tour the Wild Atlantic Way with his wife Bernadette.

 

Of course, it remains to be seen how many potential tourists will follow Norm’s lead in taking the practical step of visiting Ireland. Signs are hopeful, however. According to the latest CSO figures, overseas visitor numbers were up +7% for the first quarter of 2014.

For more on the Wild Atlantic Way, follow @IrelandsWAW on Twitter or visit www.discoverireland.ie/wildatlanticway.

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