Tourism Ireland have teamed up with Stena Line to launch a campaign to entice British car tourists to come to Ireland by promoting Dublin, the Ancient East and the Wild Atlantic Way in the UK.
The campaign, which will operate until mid-October, will involve running radio commercials on local stations in London, South West England and South Wales as well as a number of online advertisements.
Tourism Ireland’s Deputy Head of Britain, Julie Wakley, commented, “This year, Tourism Ireland has placed a greater focus on our ‘culturally curious’ audience, who stay longer and spend more, because they are less impacted by currency fluctuations. We are also undertaking an expanded programme with key partners, like this campaign with Stena Line, communicating a strong price-led message. Competitiveness and the value for money message are more important than ever in Britain right now.”
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The campaign's launch occurs in the wake of the announcement of a new programme put together by Fáilte Ireland intended to boost domestic tourism in Ireland's Ancient East.