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27 Mar 2018

300 billboards outside egging you to Ireland!

Tourism Minister Brendan Griffin reviews impact of “Wonders of the Wild Atlantic Way” campaign by Tourism Ireland in London

Some 300 eye-catching billboard ads are highlighting the Wild Atlantic Way in key roadside and city centre locations across Britain right now. The ads feature strong and iconic images of various locations along the Wild Atlantic Way and the key message is the quick and easy access from Britain to those spectacular locations in under two hours. It’s all part of Tourism Ireland’s “Wonders of the Wild Atlantic Way” campaign which is under way in cities in Britain with direct flights to the West of Ireland – including London, Liverpool, Manchester, Birmingham, Glasgow and Edinburgh.
 
Tourism Minister Brendan Griffin visited London today (Tuesday, 27 March), where he met with the Tourism Ireland team to view the impact of the billboard ads. He was fully briefed on the organisation’s promotional programme for 2018, including this new €1.35 million Wild Atlantic Way campaign. The campaign will reach at least 10 million potential holidaymakers around Britain.

Minister of State Brendan Griffin said: “I am delighted and heartened to see the early success of this campaign and I am looking forward to seeing the good work continued in the autumn. The British market is very important to Ireland and even though we have seen a decline in the number of British visitors since Brexit I am determined to see a return to growth in 2018. I was delighted to secure the funding for the “Wonders of the Wild Atlantic Way” campaign, which will help promote regional access through our airports along the western seaboard. I also would like to commend the work of our tourism agencies on what has been an imaginative campaign to date.”

As well as the outdoor ads, the campaign includes co-operative ads with Ryanair – highlighting good value fares on London buses and online. It also includes a promotion on Classic FM with popular British journalist and presenter Bill Turnbull which will reach around six million listeners; a joint promotion with TripAdvisor; as well as social media promotions and email marketing.

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Siobhan McManamy and Judith Cassidy, both Tourism Ireland; and Tourism Minister Brendan Griffin, at one of the billboard ads highlighting the Wild Atlantic Way in London.

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 281,000 people across the island.
  • In 2017, we welcomed approximately 10.65 million overseas visitors to the island of Ireland, delivering revenue of about €5.78 billion.
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted around 19.3 million visitors in 2017.