Major Domestic Campaign for Fáilte Ireland’s Newest Brand Set to Launch
Fáilte Ireland will launch the first domestic consumer marketing campaign for the Ireland’s Hidden Heartlands brand next week (Monday 2nd July), and we wanted to give you a sneak peek ahead of the campaign going live.
The brand is central to Fáilte Ireland’s ongoing work to unlock the potential of tourism in your region and, as we continue to build our local Ireland’s Hidden Heartlands team, we look forward to working with the local industry to grow visitor numbers, revenue and jobs.
The multi-media brand awareness campaign worth €1m will run on TV, outdoor, radio and digital channels, and will revolve around the creative idea ‘Yours to Uncover’. Over the coming weeks, audiences across Ireland will see the new campaign which focuses on themes of discovery and exploration, and encourages visitors to uncover their unique experience of the natural beauty and treasures of Ireland’s Hidden Heartlands.
The campaign features natural gems across the region, including the Beara Breifne Way; Roscommon’s Lough Key; the hills and woodlands of Drumshanbo in Leitrim; Lough Derg in Portumna, Co. Galway; as well as Lough Oughter in Cavan and the River Shannon flowing through Athlone Town in Westmeath. Every county in the region, including Offaly, Longford, East Clare and North Tipperary, will feature within the campaign.
A television advertisement will begin airing the week after next with new specially-commissioned footage promoting the region. The Ray D’Arcy Show on RTÉ Radio 1 will also broadcast live from some key locations in Ireland’s Hidden Heartlands every day for a week, beginning on Monday 9th July.
Explaining the rationale for the campaign, Fáilte Ireland’s Director of Marketing, Niall Tracey, emphasised:
“Our Ireland’s Hidden Heartlands brand has been incredibly well received by the industry and resonated strongly during research in our target markets. It is tapping into a growing tourism trend for soft activities by encouraging visitors to be ‘active in nature’ and to explore the region by going off the beaten tracks. The brand’s appeal also very much lies in its offer for visitors to get away from the stresses and pressures of modern life and to experience the tranquillity of rural Ireland.
“Over the coming weeks, through our domestic brand awareness campaign, we will be reinforcing Ireland’s Hidden Heartlands as a key brand in the Irish tourism offering, and presenting Irish consumers with compelling reasons to consider the region for their future travel plans.”