Griffin welcomes new Fáilte Ireland €6mil promo effort
FÁILTE Ireland has unveiled its brand-new €6million marketing campaign entitled ‘Keep Discovering’, to help grow domestic holidays in Ireland.
According to Fáilte Ireland’s CEO Paul Kelly, only just over half (56 per cent) of Irish people currently take a break in Ireland.
“By putting ‘discovery’ at the heart of our new campaign, we hope to encourage more people to explore more areas of the country and experience the joy and simplicity of discovery.” said Mr Kelly.
“Our research also tells us that four out of five people return to the same location in Ireland on holidays. We are hoping our new Keep Discovering campaign will inspire them to break away from routine and experience some of the many hidden gems available across the country,” Mr Kelly said.
This is one of the largest and most intensive marketing campaigns ever launched by Fáilte Ireland, which aims to deliver a financial boost of €96million to the Irish economy over the next three years.
Acting Minister for Tourism and Sport Brendan Griffin welcomed the initiative.
“I very much welcome this new campaign by Fáilte Ireland, which will drive growth across the Irish market over the next three years. The domestic market is worth €2.4billion to the Irish economy, representing one third of all tourism revenue generated each year. It also supports thousands of tourism businesses in Ireland to continue trading outside the traditionally busy summer months. This is critical when it comes to sustaining jobs, especially in rural communities. I commend Fáilte Ireland on producing a brilliant campaign.”
The campaign will run until the end of December 2020, with the first 60-second television ad airing on Friday evening during The Late Late Show.
Running over 40-plus weeks, ‘Keep Discovering’ will also feature on radio, large-scale outdoor billboards, in cinemas and across a range of digital channels.