Fáilte Ireland's new €4 million domestic marketing campaign has been unveiled by the minister for tourism, Catherine Martin TD. As the tourism sector prepares to reopen, Fáilte Ireland's "Keep Discovering" campaign aims to drive domestic holidays for the remainder of the year and help to reboot and rebuild Ireland’s tourism industry.
The national advertising campaign went live on Monday May 24 and will run across TV, press, radio, outdoor, cinema, PR and digital channels to encourage and remind more Irish people to discover the joy of holidaying in Ireland as they begin to reconnect with each other.
Minister for tourism, culture, arts, Gaeltacht, sport and media Catherine Martin TD said, "I very much welcome this new campaign by Fáilte Ireland which will drive much needed and sustained footfall to local tourism and hospitality businesses as they reopen over the coming weeks. Pre-COVID-19, domestic tourism was worth €2.5 billion* to our economy. It is critical, now more than ever, that we holiday at home so jobs can be restored and revenue regained in the tourism sector across our communities and counties. This campaign will have a wide reach, and I am confident domestic holidays will play a critical role in our national recovery. We can all play our part in helping to rebuild tourism by enjoying our country's endless beauty and our world-famous hospitality, attractions and activities."
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Paul Kelly, CEO, Fáilte Ireland, added, "We are investing heavily in our 'Keep Discovering' domestic marketing campaign, which is about encouraging people to discover our wonderful country again now that restrictions are lifting. The economic importance of a domestic holiday cannot be overstated, particularly now at this point in our country's recovery, so it's about turning plans into bookings. The tourism sector will need strong support across the country not just during the summer season, but throughout autumn and winter months. Latest Fáilte Ireland research** shows 46% of Irish people plan on taking a short break in Ireland within the next six months. The €4 million investment means we can run 'Keep Discovering' until the end of the year to both increase the number of people planning a holiday in Ireland and help turn these plans into actual holiday bookings bookings right through and long after the summer."
To help ensure tourism activity is spread regionally, new destination focussed ads will be rolled out as part of the "Keep Discovering’"campaign to promote Ireland’s regional experience brands - Ireland's Hidden Heartlands, Ireland's Ancient East, Wild Atlantic Way and Dublin. A suite of county-based ads have been developed to boost tourism in key locations.
Niall Tracey, Fáilte Ireland's director of marketing, said, "While we expect domestic tourism to recover quickly in popular tourist hotspots in the summer season, our cities are seeing the slowest growth in bed night bookings compared to the rest of the country and will require additional support. The campaign will feature places such as Cork, Waterford, Limerick and Dublin during the summer before focussing on each of our regional experience brands - Ireland's Hidden Heartlands, Ireland's Ancient East, Wild Atlantic Way - on a national level as we look to autumn. Tourism gets into every parish in the country. That’s the power of it."
With safety continuing to be a priority for people as they plan their domestic holiday, Fáilte Ireland has relaunched an awareness campaign to promote its COVID-19 Safety Charter initiative designed to boost public confidence in the safety of tourism and hospitality businesses. Almost 6,000 businesses have applied for the Charter to date.
Industry Activation Toolkit
To help businesses leverage the "Keep Discovering" campaign, Fáilte Ireland has developed a "Keep Discovering" Industry Toolkit, which contains an information guide and access to campaign assets such as templates and videos which can be used on social media or on business websites and a curated collection of over 100 images.
*In 2019, domestic tourism, or trips taken in the Republic by people from the Republic and from the North, was worth €2.5 billion to the state.
**Research survey conducted in mid-April 2021 before government announcement on April 29 about lifting travel restrictions.
The "Keep Discovering" ad on YouTube -
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