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Fáilte Ireland Planning Major Marketing Push For Dublin; Close To €50k Spent On Assassin's Creed Tourism Marketing Campaign; Dingle Way Is World's 34th Most Photographed Hiking Trail By Instagram Users

Published on Aug 10 2021 10:30 AM in General Industry tagged: Trending Posts / Fáilte Ireland / Tourism Ireland / Instagram / Zalando / Dublin Destination Recovery Taskforce / Assassin's Creed / Dingle Way

Fáilte Ireland Planning Major Marketing Push For Dublin; Close To €50k Spent On Assassin's Creed Tourism Marketing Campaign; Dingle Way Is World's 34th Most Photographed Hiking Trail By Instagram Users

Fáilte Ireland is planning a major marketing push for Dublin this winter. As reported by The Irish Independent, Fáilte Ireland said that businesses have struggled to survive in the capital and that...

Fáilte Ireland is planning a major marketing push for Dublin this winter.

As reported by The Irish Independent, Fáilte Ireland said that businesses have struggled to survive in the capital and that the "road to recovery seems likely to be a long one".

Fáilte Ireland has reportedly partnered with Dublin's local authorities and other stakeholders to mount a collective response to the fallout from the COVID-19 pandemic via the Dublin Destination Recovery Taskforce, which has reportedly been designed to guide and coordinate a phased reopening of Dublin to visitors in compliance with government guidelines.

The taskforce's members reportedly include the Office of Public Works, which manages attractions such as museums, and other bodies such as lobby group Dublin Town.

A taskforce sub-group reportedly has a specific mandate to generate commercial activity and tourism engagement for the period from late September of the year to the middle of January of 2022.

The Irish Independent quotes Fáilte Ireland as saying in a request for tenders to help support the coordination of the winter programme, "They will oversee the development of ideas and programme development, in marketing and industry activation, and in the creation of tactical offers [and] dedicated hero events to attract visitors and increase footfall."

Fáilte Ireland reportedly added, "The COVID-19 pandemic has decimated the tourism and hospitality sectors in Dublin - businesses have struggled to survive and the road to recovery seems likely to be a long one."

Subject to government COVID-19-related rules, it is reportedly envisaged that the winter programme will include a number of live and other special events that will take place across Dublin city and county.

Close To €50k Spent On Assassin's Creed Tourism Marketing Campaign

Tourism Ireland reportedly spent close to €50,000 on a tourism marketing campaign to tie in with the release of video game Assassin's Creed Vahalla, which was unveiled in June.

At the time of the campaign's launch, Tourism Ireland stated, "Tourism Ireland has teamed up with Ubisoft, the creator of the popular video game Assassin's Creed Valhalla, in a new campaign to promote 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."

As reported by The Irish Times, Tourism Ireland said that the campaign cost a total of €49,405.

Tourism Ireland reportedly said that the UK leg of the campaign is now under way, and that their own video created for social media has hit more than 60,000 views and helped to generate international coverage.

According to Tourism Ireland, the aim of the campaign "is to highlight [Irish] landscapes to gaming communities, and encourage them to come and discover them for themselves."

A campaign brief released under Freedom of Information reportedly said that the campaign is designed not to ask viewers to visit Ireland right now, but to put on their wish-list of destinations to visit for "when the pandemic has subsided and people can go on holiday again".

Co. Kerry's Dingle Way Is World’s 34th Most Photographed Trail By Instagram Users

In other tourism-related news, Co. Kerry's Dingle Way hiking trail is the world's 34th most photographed trail by Instagram users, with 96 photos per mile, according to Instagram data.

As reported by The Irish Independent, the research was conducted by outdoor sports specialists Zalando and analysed almost five million Instagram hashtags from the world’s most famous hiking trails.

The Irish Independent quotes a spokesperson for Zalando as saying, "As people look to reconnect with the great outdoors following months spent at home, walking holidays are set to be the choice of getaway for many this year.

"This year has seen spikes in online searches for 'best hikes', with up to 89% the number of searches when compared with 2019.

"As Ireland's most photogenic hiking trail, the Dingle Way offers a diversity of landscapes, from awe-inspiring mountains to glistening waves."

The data reportedly revealed Peru's Inca Trail is the world’s most picturesque hiking trail, followed by Spain's Camino de Santiago and Argentina's Refugio Frey and Cerro Catedral trail.

The Irish Independent quotes Zalando retail manager Zalando Taeeun Lee as saying that COVID-19 lockdowns have "given people a new appreciation of time spent outdoors", and many people have come to look closer to home for a getaway due to COVID-19-related international travel restrictions.

© 2021 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.

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