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11 Jul 2016

The Wild Atlantic Way is “captivating, stimulating and spectacularly unique” – says actor Richard E Grant

New online film goes live, highlighting the Wild Atlantic Way to millions across Great Britain

A brand new online film starring actor Richard E Grant exploring the Wild Atlantic Way has been unveiled. It’s the third in a series of short films created by Tourism Ireland and Smooth Radio to highlight the island of Ireland to holidaymakers in Great Britain this year.

In the film, viewers see Richard E Grant travel along the Wild Atlantic Way, visiting places like Fanad Head Lighthouse and the Slieve League Cliffs in Co Donegal and Newport and Westport in Co Mayo.

Richard E Grant says that the Wild Atlantic Way is “a route where you can truly lose yourself in the best of ways” and he invites viewers to come and “experience for yourself the beauty and abundance and raw natural drama of the Wild Atlantic Way”.

To view the film, click here.

Julie Wakley, Tourism Ireland’s Deputy Head of Great Britain, said: “Our promotion with Smooth Radio and Richard E Grant has been specifically designed to highlight holidays and short breaks on the island of Ireland. We’re excited to be working with Richard E Grant, as he’s a great fit with our important ‘culturally curious’ audience. We are encouraging prospective visitors to come to Ireland and experience the world’s longest defined coastal touring route.”

The campaign – which is being rolled out in two phases – is reaching about 5.5 million people across Britain. The series of films is being promoted on the Smooth Radio website and through on-air mentions. They are also being shared on Tourism Ireland’s website, Ireland.com, and via social media – targeting Tourism Ireland’s audience on Facebook (more than 436,000 fans in Britain alone) and Twitter (almost 69,000 followers). The promotion also includes a competition on the Smooth Radio website, with a chance for two lucky people to win a trip to the Wild Atlantic Way.

This campaign is just one element of Tourism Ireland’s extensive promotional programme aimed at boosting travel to the island of Ireland from Great Britain during 2016.

  Richard E Grant, during filming at Slieve League, Co Donegal.

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 220,000 people.
  • In 2015, we welcomed approximately 9.3 million overseas visitors to the island of Ireland, delivering revenue of about €4.7 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in ten language versions around the world, which attracted about 16.5 million visits in 2015.