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21 Jul 2014

Spotlight on the Wild Atlantic Way in Britain

New promotion targets 2 million potential holidaymakers in Manchester and Birmingham to come and discover the Wild Atlantic Way

More than 2 million people living in Manchester and Birmingham are hearing radio ads for the Wild Atlantic Way right now. Tourism Ireland has teamed up with Flybe and Ireland West Airport Knock, to highlight great airfares to Knock from Manchester and Birmingham this summer. The campaign is running during July and August – reminding potential holidaymakers living in and around both British cities why they should put this part of Ireland on their wish-list for a holiday or short break this summer. 

The ads are airing on popular radio stations like Capital FM, Heart West Midlands and Key 103, urging listeners to come and explore “Ireland’s most beautiful beaches, harbours and headlands”. The campaign also includes online advertising on popular leisure, travel and outdoor websites. 

Britain is the largest single market for tourism to the island of Ireland; last year, we welcomed approximately 3.8 million British visitors, who contributed some €1.2 billion in revenue to the economies north and south. Vanessa Markey, Tourism Ireland’s head of Great Britain, said: “Great Britain is the largest single market for tourism to the island of Ireland and we are really pleased to see strong growth of +13% in British visitor numbers for the first five months of 2014. We are determined to ensure that growth continues. Tourism Ireland is undertaking an extensive programme of promotions in Britain throughout 2014, which includes a major focus on the Wild Atlantic Way. Co-operative campaigns, like this one with Flybe and Ireland West Airport Knock, are an important element of our programme to boost travel to Ireland.”

Tourism Ireland is rolling out an extensive marketing campaign this year, targeting millions of potential visitors across Britain. Activity includes advertising, digital marketing and social media, publicity, trade and consumer promotions; golf and business tourism are also a key focus, as is building on the very positive ‘Gathering’ legacy.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 200,000 people.
  • In 2013, we welcomed an estimated 8 million overseas visitors to the island of Ireland, delivering revenue of almost €4 billion. Overseas tourism business accounts for 59% of all tourism revenue.
  • Tourism Ireland’s international website is www.ireland.com, available in ten different language versions for over 30 individual markets around the world.