Fáilte Ireland, the agency charged with promoting tourism in the domestic market, has launched a new cross channel campaign to promote the visitor experience that is Ireland’s Ancient East- which spans from Carlingford to Cork.
The full through the line campaign was devised by Rothco, as the lead creative agency as well as media agency Mindshare. In the Company of Huskies developed the digital assets while The Reputations Agency is managing the PR.
Earlier this week, Failte Ireland launched its TV campaign to support the new visitor experience that is Ireland’s Ancient East.
Championing innovation, Irelandsancienteast.com launched first on a mobile website creating an immersive digital presence to bring the rich stories of Ireland’s Ancient East to life, integrating digital and real world experiences to increase visitor numbers, revenue and dwell time in the region. It is the first and only tourism website that makes use of digital storytelling with content delivered in an unconventional way – which will inspire and enable visitors to explore Ireland’s Ancient East in their own way while being guided and presented with stories from the site and region.
According to Noel John McLoughlin, marketing director at Fáilte Ireland: “Fáilte Ireland’s commitment to driving consideration of Ireland as a holiday destination in our domestic market is a strategic priority; we now have a suite of brands to showcase to the domestic consumer. With the introduction of Ireland’s Ancient East, we knew we needed to create a completely unique campaign to launch the region. We wanted people to reconsider a place that they already thought they knew. Show it in a new way – through TV, digital, immersive print ads and a strong complementary PR campaign – stitching together the unique stories of this region.”
The launch campaign will ensure that 93% or 3.1m Irish adults will learn about the region and represents a multi-million euro investment from Fáilte Ireland. It aims to inspire holiday-makers to take incremental short breaks and holidays in the region and increase tourism revenue from €240 million this year to €280 million in 2020 with an increase in bed nights across the year as opposed to just the summer months.
Visit www.irelandsancienteast.com for more information.
