Tourism Ireland’s Wild Atlantic Way campaign in the US
Tourism Ireland's campaign to promote the Wild Atlantic Way and highlight direct flights from the United States (from New York, Boston and Chicago) to Shannon Airport, operated by Aer Lingus and United Airlines, went live in June 2023.
The campaign included a new 30-second video featuring Irish photographer Conor Vaughan, who described and praised the breath-taking landscapes and scenery of the Wild Atlantic Way. The video was shared on YouTube and Facebook, as well as on popular media websites in the United States, and was seen by millions of people across the US. It encouraged viewers to “fly direct to Shannon Airport from Boston, Chicago and New York”.
The aim of the campaign was to highlight Shannon Airport as the gateway to the Wild Atlantic Way and raise awareness of, and drive holiday bookings to, this part of Ireland. The campaign created around 70 million impressions (opportunities to see), as well as 258,000 referrals to third-party tourism businesses.
As well as the new video, other highlights of Tourism Ireland’s Wild Atlantic Way campaign included:
- ads on popular digital and social platforms, including YouTube and Facebook, as well as on top media websites like Matador Network;
- activity with leading travel and travel deals websites like Travelzoo, ShermansTravel and Dunhill Travel Deals, highlighting attractive vacation packages along the Wild Atlantic Way;
- co-operative promotions with United Airlines, to highlight its direct flights to Shannon Airport from Newark and Chicago;
- a competition to win a trip for two to the Wild Atlantic Way with Matador Network; and
- a specially created page on Tourism Ireland’s website in the US, Ireland.com, titled 'Ireland’s Wild Atlantic Way is Calling'.
