General Industry

Fáilte Ireland Launches New Ireland’s Hidden Heartlands Campaign

By Dave Simpson
Fáilte Ireland Launches New Ireland’s Hidden Heartlands Campaign

This week saw the launch of Fáilte Ireland's first domestic consumer marketing campaign for the Ireland’s Hidden Heartlands brand.

The multi-media brand awareness campaign worth €1 million will run on TV, outdoor, radio and digital channels, and will revolve around the idea, ‘Yours to Uncover’. Over the coming weeks, audiences across Ireland will see the new campaign, which focuses on themes of discovery and exploration, and encourages visitors to uncover their unique experience of Ireland’s Hidden Heartlands.

Fáilte Ireland director of marketing Niall Tracey said, “Our Ireland’s Hidden Heartlands brand has been incredibly well received by the industry and resonated strongly during research in our target markets. It is tapping into a growing tourism trend for soft activities by encouraging visitors to be ‘active in nature’ and to explore the region by going off the beaten tracks. The brand’s appeal also very much lies in its offer for visitors to get away from the stresses and pressures of modern life and to experience the tranquillity of rural Ireland.

“Over the coming weeks, through our domestic brand awareness campaign, we will be reinforcing Ireland’s Hidden Heartlands as a key brand in the Irish tourism offering, and presenting Irish consumers with compelling reasons to consider the region for their future travel plans.”

Ireland’s Hidden Heartlands aims to bring to life the midlands' natural assets including its many lakes, walkways and blueways.

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