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02 Oct 2014

Tourism Ireland scoops four prestigious advertising awards

Tourism Ireland scooped four awards at the prestigious CLIO Awards, which took place yesterday evening (1 October) in New York. The organisation won the awards for its global campaign to promote the Wild Atlantic Way – which has reached an estimated 40 million people around the world this year.

The CLIO Awards are considered the “Oscars” of the advertising world. They are the most recognised and prominent advertising awards which aim to honour “groundbreaking work and talent that pushes the boundaries of creativity”.

The gala ceremony, at Cipriani on Wall Street in New York, was hosted by Whoopi Goldberg, with honorary award recipients Jerry Seinfeld and Blondie also in attendance.

Tourism Ireland picked up the following awards:
  • a gold CLIO in the Music Digital Integrated category;
  • a silver in the Music Innovative Media category;
  • and two bronze CLIOS in the Music in Film category and the Music in Digital/Social category.
Tourism Ireland’s winning campaign set out to showcase the dramatic scenery of the western seaboard and to encourage people around the world to add a journey along the Wild Atlantic Way to their bucket list.

The Wild Atlantic Way has been promoted throughout 2014 by Tourism Ireland across a range of platforms including TV, print and online advertising. Tourism Ireland also invited electro-Indie band Solomon Grey, to travel along the Wild Atlantic Way in a mobile studio, to create a soundtrack inspired by, and featuring, the various sounds and experiences to be found along the route. The resulting five tracks – all recordings from the band’s trip – are available on social platforms, as well as on Ireland.com, and have reached audiences on radio around the world.

Mark Henry, Tourism Ireland’s central marketing director, said: “We are delighted that our Wild Atlantic Way campaign has been singled out for this recognition. Throughout 2014, Tourism Ireland has placed a major focus on promoting the Wild Atlantic Way and our campaign has reached about 40 million people – or potential holidaymakers for Ireland – around the world. We have tried to adopt a really innovative approach to engage prospective holidaymakers with the wonderful experience that a holiday along the Wild Atlantic Way offers them. “

Entrants to the CLIO awards are from all over the world, with the prizes ultimately awarded to “exceptional projects that push the boundaries of creativity in a given medium”. The jury members are widely recognised by their peers as constant innovators and leaders whose creativity and dedication have made lasting contributions to their respective fields.

 

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.

 

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