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18 Jun 2021

Tourism Ireland unveils new Assassin’s Creed® Valhalla campaign

The island of Ireland’s landscapes, Viking history, myths and folklore reach a new audience of gamers

Tourism Ireland has teamed up with Ubisoft, the creator of the popular video game Assassin’s Creed® Valhalla, in a new campaign to promote the island of Ireland. Celebrating Ireland’s starring role in the recently launched expansion of the video game, called Wrath of the Druids, Tourism Ireland aims to reach a new audience of gamers around the world.  

Playing as Eivor, a fierce leader of a Viking clan, gamers must make their way through Ireland’s haunted forests and stunning backdrops, while gaining influence among Gaelic Kings. The game gives players a chance to immerse themselves in our beautiful landscapes and includes many real-life locations, such as the Giant’s Causeway, the Hill of Tara, Benbulben and Dublin.

The Tourism Ireland campaign will include a collaboration with popular influencers in key tourism markets, including Great Britain, Germany, France and the Nordic countries. This is the first time that Tourism Ireland has worked with popular gaming content creators; all have a strong following on Twitch, a live streaming platform mainly used by gamers. The content creators will showcase the otherworldly landscapes, rich culture and folklore of Ireland – which feature in Wrath of the Druids – to their hundreds of thousands of followers. The aim is to highlight those landscapes to gaming communities – and encourage them to come and discover them for themselves. 

The campaign also includes a new video featuring gameplay footage from Wrath of the Druids combined with footage of the real-life locations which feature in the video game. Tourism Ireland will share the video with its millions of fans and followers on social media – bringing the various featured locations to life and highlighting the island of Ireland’s connections with the game. To view the video, click here

Mark Henry, Tourism Ireland’s Central Marketing Director, said: “Ubisoft has done an incredible job in bringing aspects of Celtic Ireland to life in amazing detail. Tourism Ireland’s campaign is a fun and innovative way to bring the island of Ireland to the attention of a new audience of gamers. We want to spike players’ curiosity about the featured locations and inspire them to come and explore them in the real world.” 

Notes To Editors

  • Since it first launched in 2007, the Assassin’s Creed series has sold more than 155 million games worldwide. The franchise is now established as one of the best-selling series in video game history. Recognised for having some of the richest, most engrossing storytelling in the industry, Assassin’s Creed transcends video games, branching out into numerous other entertainment media.
  • Ubisoft is a leading creator, publisher and distributor of interactive entertainment and services, with a rich portfolio of world-renowned brands, including Assassin’s Creed, Far Cry, For Honor, Just Dance, Watch Dogs, and Tom Clancy’s video game series including Ghost Recon®, Rainbow Six and The Division. The teams throughout Ubisoft’s worldwide network of studios and business offices are committed to delivering original and memorable gaming experiences across all popular platforms, including consoles, mobile phones, tablets and PCs.