Sliabh Liag will feature prominently in Fáilte Ireland’s new autumn campaign for the Wild Atlantic Way, ‘Embrace the Wild Atlantic Way of Life’, which launches tomorrow (Monday). The campaign urges domestic consumers to switch off their smart phones, ignore all their emails and truly get away from it all with a break along the world’s longest defined coastal route.
Over the next four weeks, the €1m campaign will run across national and local radio, outdoor, online and through social media channels. With a targeted media strategy across Ireland (the Republic and Northern Ireland) that focuses on premium locations nationally and key ‘moments’ in people’s lives when they are most receptive to considering taking a short break. One of the key outdoor advertising Billboards will feature Sliabh Liag, see attached. http://www.failteireland.ie/Footer/Media-Centre/Embrace-the-Wild-Atlantic-Way-of-Live.aspx
Speaking today, Fáilte Ireland’s Director of Marketing, Noel John McLoughlin said: “While the Wild Atlantic Way has been a huge success internationally and domestically we need to continually invest to grow the strength of our brands. With this campaign we are building meaningful awareness of Wild Atlantic Way beyond just name and logo recognition to motivate the domestic market to take short breaks along the route from September to March.